NEWS
MOUTAI LAUNCHED SPARKLING RANGE WITH NO BAIJIU TO WOO YOUNG CONSUMERS
By Siulan Law Mathews DipWSET
18-3-2024
Source: Kweichow Moutai
China’s leading baijiu brand Kweichow Moutai has launched a sparkling range during Chengdu Wine Fair in another effort to attract young consumers and to rejuvenate the Moutai brand.
Branded as UMEET Blueberry Sparkling, the bubbly does not contain any baijiu, instead its 6 percent alcohol came from a spirit distilled from a base wine fermented from specially sourced blueberries.
The drink only comes in 375ml half bottles with recommended retail price at RMB118 (USD16.3) per bottle.
Moutai is planning to release five flavours of this sparkling - namely blueberry, grapefruit, jasmine tea, passion fruit and green plum. Among them, passion fruit and green plum flavours will be launched a little later than the others.
The company designed this new range with criteria like healthiness and sustainability that young consumers cared in mind.
Apart from having a low alcohol level at 6 percent, the company chose blueberries as the main ingredient because the fruit is widely seen a as super food which is rich in anthocyanins, vitamin C, natural organic acids and other nutrients.
Moutai sourced the blueberries from Danzhai village in its home province of Guizhou.
Danzhai village sits in a mountainous region where blueberry farming now offers villagers an alternative source of income to improve their livelihood.
Kweichow Moutai is confident that UMEET will become a popular choice for young consumers when hanging out with friends.
They also believed that UMEET is a good choice for young people when they just want to chill out alone at home.
(the writer can be contacted at: info@thewinechronicle.com)
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