Following the release of their e-commerce app i-Moutai, Guizhou liquor giant Kweichow Moutai announced a surprise equally as sweet this Friday: their collaboration with Mengniu Dairy to open Moutai’s very first flagship ice cream store.
Upon hearing the news, customers eagerly lined up in the hotel lobby of Moutai International Hotel to get their hands on a cup of this gourmet “boozy” ice cream. Customers cheerily helped themselves to the first batch of flavours of original Moutai and vanilla, reporting a faint taste of the alcoholic beverage as well as a silky smooth texture. While some netizens disapproved of the hefty price at 39 RMB ($5.86) per serving, others waved it off in the name of justifiable self-indulgence.
Amidst the excitement, Chinese netizens also expressed their concern over the alcohol concentration and whether or not it would be safe to get behind the wheel after shoveling down a cup of liquor-laced ice cream. Questions like “Can I still drive after eating this?” and “Will I be checked for drunk driving?” stirred up an amusing frenzy on social media.
In response to this, Moutai’s Research and Development Team swiftly stated that while it is unlikely to get inebriated after indulging in the cup of soft serve, those who consume it should still be mindful of the 3% of alcohol it contains. Nor, for that matter, should it be sold to underaged minors.
Moutai’s timing could not have been any better, as their announcement comes right before China’s impending hot summer. Their strategy can further be seen as a way to capture the hearts of young adults across China. So far it seems to be working, as the Weibo hashtag has skyrocketed to a staggering 1 million views. While this is not the first brand to create liquor-based ice cream, it will certainly make waves in the Chinese market and perhaps prompt other liquor companies to follow suit.