After Moutai, there are wine companies to sell ice cream, "liquor+ice cream" becomes a trend

China News Service, August 20th (Zhongxin Finance and Economics Xie Yiguan) The year of selling wine, there are many this year selling "liquor+ice cream".

Following the launch of ice cream in Moutai, Guizhou, a liquor brand announced the sale of wine -flavored ice cream.

"Cross -border" wine cream wine companies more than one more

Recently, the public account of the "Dream Blue Community" stated that Yanghe is about to sell ice cream.

According to reports, the two ice creams launched this time have four flavors, namely mango, chocolate, strawberry flavor and algae blue flavor. It is worth mentioning that the flavor of algae blue wine contains 3%of the sea of ​​sea; the taste of mango wine contains 3%of the Shuanggou Shengfang.

Screenshot from the "Dream Blue Community" WeChat public account.

Yanghe is not the first "cross -border" ice cream. As early as four years ago, Wuliangye launched two wine -flavored ice cream with Xicha.

Since then, more and more wine companies have chosen "holding hands" ice cream. For example, in 2019, Luzhou Laojiao and Zhong Xuegao launched the "broken slices" ice cream containing 52 -degree liquor; in 2020, Jiang Xiaobai and Mengniu launched the wine heart ice cream with the name of the cow.

In May of this year, Moutai, a Moutai in Guizhou Moutai and Mengniu, has become a explosion this summer.

According to official disclosure data, on the day of Moutai Ice Cream, as of 17:00 on May 29, the flagship store No. 002 sold more than 5,000 ice cream for 7 hours, sales exceeded 200,000 yuan, and "i Maotai" APP sold 40,000 in 51 minutes. One, sales of about 2.5 million yuan, all sold out.

Because Moutai ice cream is only sold in some cities, high -priced purchasing business is also derived on e -commerce platforms.

Data Map: Citizens queue up to buy Moutai ice cream. Yang Huafeng Photo

"Baijiu+ice cream", to please young people?

Baijiu companies have "cross -border" ice cream. From the perspective of the industry, they are also actively "hugging" young people.

The "Baijiu Consumption Trends Report in the first quarter of 2022" released by Jingdong Supermarket shows that among the liquor consumption groups, the consumption growth rate of 21-30 years old is the fastest. Main force.

"When the new generation has become the mainstream consumer group, its consumer thinking and consumer behavior are also forcing the innovation and upgrading and iteration of the industrial end." Zhu Danpeng, vice president of the Guangdong Food Safety Promotion Association, told a reporter from Zhongxin Finance that, therefore, now, now, now, now, now, now, now, now, now, now, now, now, now, now, now, now, now, now, now, now, now, now, now, now, now, now, I have told CICC. Therefore The brand is also an important direction for the core needs of the new generation as an enterprise's innovation and upgrading and iteration.

"Now major wineries are also studying and cultivating the consumption habits of young people, actively carrying out brand penetration, and cultivating consumer scenarios." Xiao Zhuqing, an expert in liquor industry, believes that ice cream is a kind of cold drink that young people like very much. Being able to implement brand penetration, ice cream manufacturers can also increase their brand popularity and create more consumer scenarios.

"In addition, through this kind of cross -border cooperation, you can also have more opportunities to increase consumers' contact frequency of the brand, so as to form the brand's favor. This is also the purpose of the liquor brand 'cross -border' ice cream." Xiao Zhuqing told reporters. (Finish)

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