Moutai-flavored chocolate released in Guizhou|“茅小凌酒心巧克力”发布，贵州地域特色伴手礼刷屏

2023-09-22 09:13:44

Kweichow Moutai, a homegrown luxury liquor brand, has partnered with Mars Inc-owned Dove to make liquor-filled chocolate, in a bid to make its products more appealing to the country's younger generation.

为进一步推动品牌年轻化，贵州本地高端白酒品牌贵州茅台与玛氏集团签署战略合作协议，推出“茅小凌酒心巧克力”。

"Maoxiaoling" liquor-filled chocolate was officially released on the afternoon of Sept 16 in Xingyi city in Southwest China's Guizhou province, and is being sold both online and at physical stores. The chocolate quickly sold out on Moutai and Dove's sales apps and flagship stores.

9月16日下午，在中国西南贵州兴义“茅小凌酒心巧克力”正式发布，产品将通过线上线下方式同步销售。一经推出，巧克力就在茅台和德芙的线上应用程序和线下旗舰店售罄。

Through seven months of trial and error, the new chocolate was developed after testing 52 different formulas and more than 5,000 handmade samples. It was finally decided that the product be made with a combination of Dove's special cocoa liquor and 53-percent vol Moutai liquor.

“茅小凌酒心巧克力”历时7个月的研制，经过52个配方探索，5000多块手工样品的试验制作，最终将茅台酱香与经典丝滑进行了完美的演绎，与广大消费者见面。

The product is priced at 35 yuan ($4.81) for a gift box of two pieces and 99 yuan for a box of six, according to Moutai's WeChat mini program. Products with less sugar are priced at 39 yuan for a box of two, 109 yuan for a box of six and 179 yuan for a box with a dozen pieces.

根据茅台的微信小程序，这款产品的两粒礼盒装售价为35元（约合4.81美元），六粒礼盒装售价为99元。低糖版产品两粒售价39元，六粒售价109元，十二粒售价179元。

Moutai announced the partnership with Dove on Thursday, just 12 days after it teamed up with China's largest coffee chain Luckin Coffee on a liquor-coffee drink which sold 5.42 million cups and reached sales of 100 million yuan on launch day.

仅在与中国最大咖啡供应商瑞幸咖啡携手推出 542万杯销售额1亿元的“茅台酱香咖啡”12天后，茅台于9月14日“官宣”与德芙联名。

Mid-Autumn Festival that falls on Sept 29 is the primary gifting season for chocolate and alcoholic products in China.

9月29日的中秋节是中国送礼巧克力和酒的主要时节。

Since young consumers often pursue healthy lifestyles, the consumption of chocolate has grown slowly in China, thereby entailing greater innovation in taste and packaging.

由于年轻消费者追求更健康的生活方式，在中国市场巧克力消费增长缓慢。因此，需要在口味和包装上进行更大的创新。

According to market research firm Euromonitor International, the retail value of the chocolate confectionery sector in China has grown marginally in recent years, from 21.5 billion yuan in 2018 to 22.3 billion yuan in 2023. The sector is forecast to reach 25.6 billion yuan in 2028.

根据市场研究公司欧睿国际的数据，近年来，中国巧克力糖果行业的零售价值略有增长，从2018年的215亿元人民币增长到2023年的223亿元人民币。预计到2028年，该行业将达到256亿元人民币。

The domestic chocolate market is dominated by international confectionery brands. According to a 2021 report by iiMedia that ranked chocolate brands in China, Dove, Ferrero Rocher and Snickers were in the first tier, with sales higher than all other brands combined.

国内巧克力市场主要由国外糖果品牌主导。根据艾媒2021年中国巧克力品牌排名，多芬、费列罗和士力架处于第一梯队，销售额高于其他所有品牌的总和。

Moutai has of late paid more attention to diversification and internationalization.

近年来，茅台更加注重多元化和国际化发展。

In May, the nation's most renowned liquor brand said it had rolled out six types of ice cream products and begun to develop liquor-filled chocolate.

今年5月，茅台就已经推出了6种冰淇淋产品，并开始开发酒心巧克力。

The company said it now has 11 types of ice cream with the Moutai flavor, selling nearly 10 million cups this year. In 2022, sales of Moutai-flavored ice cream hit 262 million yuan, according to the company.

茅台表示，目前茅台冰淇淋共有11种口味，今年销量近1000万杯。2022年茅台冰淇淋销售额达到2.62亿元。

Moreover, culturally innovative products, such as Moutai-themed blind-box gift sets, have been developed since 2022, contributing to nearly 600 million yuan in revenue last year.

此外，文化创新产品，如茅台主题盲盒礼品套装，2022年以来贡献了近6亿元收入。

来源：贵州日报天眼新闻

编辑：张映娟肖蕊

责编：许丹刘庚

监制：邹勋

总监制：侯武

获取更多新闻资讯，请关注盘州人民广播电台、盘州电视台、《盘州发布》、《文明盘州》、抖音－盘州全媒、微博－盘州全媒

投稿联系电话：3634621 投稿邮箱：2032875561@qq.com

Kweichow Moutai, a homegrown luxury liquor brand, has partnered with Mars Inc-owned Dove to make liquor-filled chocolate, in a bid to make its products more appealing to the country's younger generation.

为进一步推动品牌年轻化，贵州本地高端白酒品牌贵州茅台与玛氏集团签署战略合作协议，推出“茅小凌酒心巧克力”。

"Maoxiaoling" liquor-filled chocolate was officially released on the afternoon of Sept 16 in Xingyi city in Southwest China's Guizhou province, and is being sold both online and at physical stores. The chocolate quickly sold out on Moutai and Dove's sales apps and flagship stores.

9月16日下午，在中国西南贵州兴义“茅小凌酒心巧克力”正式发布，产品将通过线上线下方式同步销售。一经推出，巧克力就在茅台和德芙的线上应用程序和线下旗舰店售罄。

Through seven months of trial and error, the new chocolate was developed after testing 52 different formulas and more than 5,000 handmade samples. It was finally decided that the product be made with a combination of Dove's special cocoa liquor and 53-percent vol Moutai liquor.

“茅小凌酒心巧克力”历时7个月的研制，经过52个配方探索，5000多块手工样品的试验制作，最终将茅台酱香与经典丝滑进行了完美的演绎，与广大消费者见面。

The product is priced at 35 yuan ($4.81) for a gift box of two pieces and 99 yuan for a box of six, according to Moutai's WeChat mini program. Products with less sugar are priced at 39 yuan for a box of two, 109 yuan for a box of six and 179 yuan for a box with a dozen pieces.

根据茅台的微信小程序，这款产品的两粒礼盒装售价为35元（约合4.81美元），六粒礼盒装售价为99元。低糖版产品两粒售价39元，六粒售价109元，十二粒售价179元。

Moutai announced the partnership with Dove on Thursday, just 12 days after it teamed up with China's largest coffee chain Luckin Coffee on a liquor-coffee drink which sold 5.42 million cups and reached sales of 100 million yuan on launch day.

仅在与中国最大咖啡供应商瑞幸咖啡携手推出 542万杯销售额1亿元的“茅台酱香咖啡”12天后，茅台于9月14日“官宣”与德芙联名。

Mid-Autumn Festival that falls on Sept 29 is the primary gifting season for chocolate and alcoholic products in China.

9月29日的中秋节是中国送礼巧克力和酒的主要时节。

Since young consumers often pursue healthy lifestyles, the consumption of chocolate has grown slowly in China, thereby entailing greater innovation in taste and packaging.

由于年轻消费者追求更健康的生活方式，在中国市场巧克力消费增长缓慢。因此，需要在口味和包装上进行更大的创新。

According to market research firm Euromonitor International, the retail value of the chocolate confectionery sector in China has grown marginally in recent years, from 21.5 billion yuan in 2018 to 22.3 billion yuan in 2023. The sector is forecast to reach 25.6 billion yuan in 2028.

根据市场研究公司欧睿国际的数据，近年来，中国巧克力糖果行业的零售价值略有增长，从2018年的215亿元人民币增长到2023年的223亿元人民币。预计到2028年，该行业将达到256亿元人民币。

The domestic chocolate market is dominated by international confectionery brands. According to a 2021 report by iiMedia that ranked chocolate brands in China, Dove, Ferrero Rocher and Snickers were in the first tier, with sales higher than all other brands combined.

国内巧克力市场主要由国外糖果品牌主导。根据艾媒2021年中国巧克力品牌排名，多芬、费列罗和士力架处于第一梯队，销售额高于其他所有品牌的总和。

Moutai has of late paid more attention to diversification and internationalization.

近年来，茅台更加注重多元化和国际化发展。

In May, the nation's most renowned liquor brand said it had rolled out six types of ice cream products and begun to develop liquor-filled chocolate.

今年5月，茅台就已经推出了6种冰淇淋产品，并开始开发酒心巧克力。

The company said it now has 11 types of ice cream with the Moutai flavor, selling nearly 10 million cups this year. In 2022, sales of Moutai-flavored ice cream hit 262 million yuan, according to the company.

茅台表示，目前茅台冰淇淋共有11种口味，今年销量近1000万杯。2022年茅台冰淇淋销售额达到2.62亿元。

Moreover, culturally innovative products, such as Moutai-themed blind-box gift sets, have been developed since 2022, contributing to nearly 600 million yuan in revenue last year.

此外，文化创新产品，如茅台主题盲盒礼品套装，2022年以来贡献了近6亿元收入。

来源：贵州日报天眼新闻

编辑：张映娟肖蕊

责编：许丹刘庚

监制：邹勋

总监制：侯武

获取更多新闻资讯，请关注盘州人民广播电台、盘州电视台、《盘州发布》、《文明盘州》、抖音－盘州全媒、微博－盘州全媒

投稿联系电话：3634621 投稿邮箱：2032875561@qq.com

Kweichow Moutai, a homegrown luxury liquor brand, has partnered with Mars Inc-owned Dove to make liquor-filled chocolate, in a bid to make its products more appealing to the country's younger generation.

为进一步推动品牌年轻化，贵州本地高端白酒品牌贵州茅台与玛氏集团签署战略合作协议，推出“茅小凌酒心巧克力”。

"Maoxiaoling" liquor-filled chocolate was officially released on the afternoon of Sept 16 in Xingyi city in Southwest China's Guizhou province, and is being sold both online and at physical stores. The chocolate quickly sold out on Moutai and Dove's sales apps and flagship stores.

9月16日下午，在中国西南贵州兴义“茅小凌酒心巧克力”正式发布，产品将通过线上线下方式同步销售。一经推出，巧克力就在茅台和德芙的线上应用程序和线下旗舰店售罄。

Through seven months of trial and error, the new chocolate was developed after testing 52 different formulas and more than 5,000 handmade samples. It was finally decided that the product be made with a combination of Dove's special cocoa liquor and 53-percent vol Moutai liquor.

“茅小凌酒心巧克力”历时7个月的研制，经过52个配方探索，5000多块手工样品的试验制作，最终将茅台酱香与经典丝滑进行了完美的演绎，与广大消费者见面。

The product is priced at 35 yuan ($4.81) for a gift box of two pieces and 99 yuan for a box of six, according to Moutai's WeChat mini program. Products with less sugar are priced at 39 yuan for a box of two, 109 yuan for a box of six and 179 yuan for a box with a dozen pieces.

根据茅台的微信小程序，这款产品的两粒礼盒装售价为35元（约合4.81美元），六粒礼盒装售价为99元。低糖版产品两粒售价39元，六粒售价109元，十二粒售价179元。

Moutai announced the partnership with Dove on Thursday, just 12 days after it teamed up with China's largest coffee chain Luckin Coffee on a liquor-coffee drink which sold 5.42 million cups and reached sales of 100 million yuan on launch day.

仅在与中国最大咖啡供应商瑞幸咖啡携手推出 542万杯销售额1亿元的“茅台酱香咖啡”12天后，茅台于9月14日“官宣”与德芙联名。

Mid-Autumn Festival that falls on Sept 29 is the primary gifting season for chocolate and alcoholic products in China.

9月29日的中秋节是中国送礼巧克力和酒的主要时节。

Since young consumers often pursue healthy lifestyles, the consumption of chocolate has grown slowly in China, thereby entailing greater innovation in taste and packaging.

由于年轻消费者追求更健康的生活方式，在中国市场巧克力消费增长缓慢。因此，需要在口味和包装上进行更大的创新。

According to market research firm Euromonitor International, the retail value of the chocolate confectionery sector in China has grown marginally in recent years, from 21.5 billion yuan in 2018 to 22.3 billion yuan in 2023. The sector is forecast to reach 25.6 billion yuan in 2028.

根据市场研究公司欧睿国际的数据，近年来，中国巧克力糖果行业的零售价值略有增长，从2018年的215亿元人民币增长到2023年的223亿元人民币。预计到2028年，该行业将达到256亿元人民币。

The domestic chocolate market is dominated by international confectionery brands. According to a 2021 report by iiMedia that ranked chocolate brands in China, Dove, Ferrero Rocher and Snickers were in the first tier, with sales higher than all other brands combined.

国内巧克力市场主要由国外糖果品牌主导。根据艾媒2021年中国巧克力品牌排名，多芬、费列罗和士力架处于第一梯队，销售额高于其他所有品牌的总和。

Moutai has of late paid more attention to diversification and internationalization.

近年来，茅台更加注重多元化和国际化发展。

In May, the nation's most renowned liquor brand said it had rolled out six types of ice cream products and begun to develop liquor-filled chocolate.

今年5月，茅台就已经推出了6种冰淇淋产品，并开始开发酒心巧克力。

The company said it now has 11 types of ice cream with the Moutai flavor, selling nearly 10 million cups this year. In 2022, sales of Moutai-flavored ice cream hit 262 million yuan, according to the company.

茅台表示，目前茅台冰淇淋共有11种口味，今年销量近1000万杯。2022年茅台冰淇淋销售额达到2.62亿元。

Moreover, culturally innovative products, such as Moutai-themed blind-box gift sets, have been developed since 2022, contributing to nearly 600 million yuan in revenue last year.

此外，文化创新产品，如茅台主题盲盒礼品套装，2022年以来贡献了近6亿元收入。

来源：贵州日报天眼新闻

编辑：张映娟肖蕊

责编：许丹刘庚

监制：邹勋

总监制：侯武

获取更多新闻资讯，请关注盘州人民广播电台、盘州电视台、《盘州发布》、《文明盘州》、抖音－盘州全媒、微博－盘州全媒

投稿联系电话：3634621 投稿邮箱：2032875561@qq.com

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