Celebrity-Backed Alcohol Brands arrived in China
MOJT, an up-and-coming cocktail brand, has recently made waves in the beverage industry by unveiling a unique collaboration with Moutai, featuring Taiwanese pop star Jay Chou.
Founded in 2022, MOJT has rapidly gained popularity, particularly among younger consumers. The brand further boosted its appeal by appointing Jay Chou as its global ambassador.
Cost-Effective Agency
KPI and Results focused. We are the most visible Marketing Agency for China. Not because of huge spending but because of our SMART Strategies. Let us help you with: E-Commerce, Search Engine Optimization, Advertising, Weibo, WeChat, WeChat Store & PR.
Innovative cocktails
The collab introduced three innovative cocktails, each infused with Moutai baijiu and highlighting Guizhou’s local produce. The highlight of this collaboration was a teaser commercial where Chou delves into the cocktails’ production process, emphasizing the use of Guizhou ingredients like local chilli and tomatoes. The cocktails, named Blueberry Sling, Blueberry Sour, and Spicy Berry, are inventive takes on the classics – Singapore Sling, Whiskey Sour, and Bloody Mary, but with a distinct Guizhou twist and a strong blueberry influence.
Founded in 2022, MOJT has rapidly gained popularity, particularly among younger consumers. The brand further boosted its appeal by appointing Jay Chou as its global ambassador. This move coincided with the release of Chou’s album ‘Greatest Works of Art’ and the viral success of his single ‘Mojito,’ which played a significant role in MOJT’s early marketing campaigns.
The collaboration involves MOJT and Guizhou Moutai (Group) Ecological Agriculture Industry Development Co, Ltd, a subsidiary of Kweichow Moutai specializing in blueberries and blueberry wine under the brand Moutai UMEET. Despite Kweichow Moutai’s indirect involvement, the crossover received endorsement from Ding Xiongjun, chairman of Moutai Group, who framed it as a strategic move for UMEET to transition from wine promotion to advocating a lifestyle.
On Weibo, the topic ‘#Jay Chou Moutai cocktails#’ garnered substantial attention, though it fell short of the buzz created by Moutai’s previous co-branding ventures, such as collaborations with Luckin Coffee and Dove chocolate. This subdued reaction might stem from the indirect involvement of Chou and Moutai or an emerging trend of consumer weariness towards celebrity-brand partnerships.
source Daoinsight
Moutai
The Kweichow Moutai distillery, aiming to preserve its luxury image and prevent consumer fatigue, has recently halted new partnerships. This strategy likely influenced the decision to execute the MOJT collaboration through its subsidiary. Furthermore, market research on young Chinese consumers’ drinking habits indicates a price sensitivity, with most unwilling to spend over 300 RMB (42.26 USD) on a single bottle, which could explain the muted response to the MOJT collaboration, priced at 539 RMB (75.93 USD) per cocktail
Read more about
