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Product concept, highlights and added value

Product concept: Guizhou Moutai (Group) Ecological Agriculture Industry Development Co., Ltd.and High-end quality cocktail brand MOJT Mochito will integrate the world's classic cocktails with the characteristics of Guizhou Qiandongnan, and jointly develop and launch the "Guizhou Flavor" series of cocktail products. This joint launch of the "Guizhou Flavor" series of cocktails by both parties takes "Guizhou Flavor, Interpreting World Classics" as the R&D inspiration. Based on the industrial characteristics of Guizhou Qiandongnan and Maotai Ecological Agriculture Company, we have selected " Blueberry Distilled Wine, "Guizhou Red Sour Soup", "Local Fruit Juice", etc. set the tone for the product; Kweichow Moutai Wine and Han Sauce Wine, as one of the elements of "Guizhou", further enriched the diversity and multi-level sense of "Guizhou flavor". At the same time, the overall formula was inspired by the world's top 20 most popular classic cocktail formula (Bloody Mary, Whisky Acid, Singapore Commander) Through improvement and sharp transformation, three unique new products have emerged: Blueberry Sour, Spicy Berry, and Blueberry Sling.Guizhou Flavor Series - Blueberry Sour, based on the classic cocktail "Whisky Sour". "BLUEBERRY SOUR" is a new taste bud experience. The ingredient of blueberry is the local blueberry in Danzhai, Guizhou. With advanced juice extraction technology, it ensures that a large amount of anthocyanins are retained in the juice, and the fruit flavor is rich. The aged blueberry distilled wine containing oak barrel flavor is used to replace whisky as the base wine, bringing a strong caramel and vanilla taste. Kweichow Moutai Han sauce Baijiu is added, and at the same time, the soul of an authentic "SOUR" wine - lively and bright acidity is retained.

Product Images

Please briefly describe how your product communicates with consumers

The "Guizhou flavor" series cocktails announced to be launched on November 20, 2023. The new series spokeman，Asian top popular artist and singer Jay Chou shot a amazing TVC for it，and received an exclusive interview with the brand, and described his love for cocktails and "Guizhou flavor" from the perspective of users.
By the end of December 2023, relevant topics had been listed on the APP list including but not limited to microblog, Tiktok, Kwai, Today's Toutiao, Baidu, Station B, among which there were 8 hot search/hot list topics, and a total of 15 hot words, The total reading volume has exceeded 200 million heat.
In December 2023, MOJT begins Focus Media advertising in Beijing, Shanghai, Chengdu, Guiyang and Wuzhou. The promotional materials include a 15-second promotional video of the Guizhou Flavor series and a poster featuring Jay Chou. A total of more than 100 million advertising fees will be invested, covering a population of over 2.25 billion people.
Same in airport advertising，MOJT brand ad covers the irst-tier and new-tier consumer cities' airports across the country: Shenyang Airport, Chengdu Shuangliu Airport, Chengdu Tianfu Airport, Changsha Airport, Maotai Airport, Shanghai Hongqiao Airport, Beijing Daxing Airport, Beijing Capital Airport, Fuzhou Airport, Guiyang Airport, Guangzhou City's Zhengjia Square large screen. The launch period covers the Spring Festival period, with a total coverage of more than 24.3185 million people.

Product Images

Ingredients List Photograph

Launch Date

2023-11

Target Consumer

Middle class consumers aged 25-35 in first-tier city and the new first-tier cit

Weight/Volume per Pack

500ml

Price per Item

699/瓶

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

the nationwide maket

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 餐饮&酒店 Restaurants & Hotel; 其他销售渠道 夜店、live house等

Market Performance

In terms of sales, the first batch of 1,500 cases, or 9,000 bottles of new products, have been sold out. The sales channels are mainly concentrated in e-commerce, offline nightclub channels, strategic cooperation wine operating stores, taverns and other channels.