Chinese spirit brand Moutai creates baijiu-infused ice cream

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(CNN) – Motai, a clear and forceful spirit famous for its extremely strong taste, is known to be the drink of choice among many Chinese politicians and businessmen seeking to impress their colleagues.

And now, the reputable brand hopes to enter the youth market by launching its first ever thick ice cream store by selling the infamous Strong Spirits sweets containing 53% alcohol.

The first Mautai ice cream shop opened on May 19 in the lobby of the Mautai International Hotel in the city of Zuni in southwestern Guizhou Province. The Quicho Motai Group, which produces spirit, is headquartered there.

Large is the most expensive type of Baijiu, often referred to as China’s “national spirit.” It is the most widely consumed hard liquor in the world even though it is almost completely drunk in the country. From wedding receptions to business banquets, it is served at every festive occasion across the country.

While Baijiu’s cheapest bottles cost as little as 1 in convenience stores China, Moutai’s 500ml to 700ml (18 to 24 ounce) bottles typically cost from 1,499 yuan ($ 223) to more than 16,000 yuan ($ 2,390) for rare vintage. In 2021, a rare case of Moutai sold for more than1 million in London – The highest price paid at auction for a lot outside of China.
The new Moutai ice cream store opened on May 19, 2022 in Zuni, China.

The new Moutai ice cream store opened on May 19, 2022 in Zuni, China.

VCG / Getty Images

What does it taste like?

Given the nickname “Fire Water” due to its strong flavor, many in China are curious about how ice cream with alcohol tastes.

The ice cream store will reportedly offer 14 flavors of thick-infused ice cream, including macha, chocolate and green plums, ranging in price from 39.9 yuan ($ 6) to over 100 yuan ($ 15).

According to local media reports, those who have already tried the ice cream describe it as having a “mild thickening taste”.

Distilled from sorghum and rice, the mass mass goes through eight rounds of underground fermentation over the course of a year, a process that gives the spirit an almost delicious taste like soy sauce. The notes of mushroom, caramel and bitter herbs add to the surprisingly rich flavor.

The store will officially open on May 29, but for now there are two flavors of Moutai ice cream available: the original Moutai ice cream and vanilla Moutai ice cream, sold at 39 yuan per serving.

Mautai ice cream is more expensive than Hagen-Days, China’s most popular ice cream brand. But while brands like Haagen-Dazs offer distribution options through cold chains, for now Moutai ice cream can only be enjoyed at a flagship shop.

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This makes food drinkers across the country crave the taste of Baijiu-infused ice cream.

A post on Weibo, a Chinese microblog platform like Twitter, says, “Looks like Mautai ice cream will turn into a buzz. I can’t afford alcohol, but I can definitely afford ice cream. I should give it a try,” a microblog platform like China’s Twitter , Says a post on Weibo. .

“When will the Mautai ice cream store open in Beijing?” Another asked.

Do not eat or drive

Liquor distiller Kweichow Moutai is now China’s second most valuable public listed company with a market cap of over $ 338 billion.

The brand’s entry into the ice cream world has sparked both fun and discussion. The hashtag “Mautai ice cream is 39 yuan per serving” has garnered over 180 million views on Weibo.

But while some felt the thickness could be a fantastic choice for the taste of ice cream, many applauded the novelty.

“Why can’t there be thick ice cream when there is rum ice cream?” Written by a Weibo user.

“Mautai Distillers may also launch ice cream according to the Mautai Vintage range. Salty ice cream with Baijiu flavor can also be a market to watch,” said another.

Some are already waiting for the next crossover, hoping for big-infused chocolate, coffee and milk tea.

Yet netizens were quick to question the potential effects of alcohol-infused ice cream.

“Does eating a cone give anyone tips if they can’t hold their alcohol at all?”

Customer service staff at the International Hotel told local media that the ice cream, produced jointly by the Quicho Motai Group and one of China’s largest dairy companies, Manganese Dairy, is made from 50 grams of milk per kilogram of milk.

Because it has an alcohol concentration of 3%, the research and development team advises consumers not to drive after eating and minors are not allowed to buy it.

Moutai is not the first brand to get a little adventurous with the national spirit of China. Baijiu-infused pizza and greasy bears have hit the market, while a chef in Beijing invented the deep-fried Baijiu cake.

Top Image: Brand’s flagship ice cream line of thick bottles on store shelves. Credit: VCG / Getty Images

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