On the evening of April 2, Kweichow Moutai released its results, showing that its total operating income was 150.56 billion yuan, an increase of 18.04%.  The net profit attributable to the owner of the parent company was 74.734 billion yuan, an increase of 19.16% year-on-year, with an average daily income of 200 million yuan.

The report shows that Moutai's operating performance reached a new high, and the main economic indicators maintained double-digit growth.   Other series of wines achieved operating income of 20.630 billion yuan, an increase of 29.43%, and gross profit margin of 79.76%.  Among them, the revenue of Moutai 1935 has exceeded 10 billion yuan, the revenue of Moutai Prince wine single product exceeds 4 billion yuan, and the revenue of Hanjiang, Guizhou Daqu and Laimao exceeds 1 billion yuan respectively.

From the perspective of sales channels, wholesale agents achieved operating income of 79.986 billion yuan, an increase of 7.52%;  Direct channels achieved operating revenue of 67.233 billion yuan, an increase of 36.16%, of which the digital marketing platform "i Moutai" achieved sales revenue of 22.374 billion yuan, an increase of 88.29%.

Kweichow Moutai has been expanding its product range to appeal to younger age groups in China, and according to financial analyst group Caixin Global its latest range extension is a partnership with privately-owned chocolate giant Mars to launch an alcohol-infused chocolate.

The chocolate, which has received bullish reviews, is Moutai’s latest effort to give its products extra appeal through partnerships with well-known consumer brands.

Last autumn China’s Luckin Coffee chain collaborated with Moutai on a new product called “soy sauce latte” that spikes Luckin’s coffee with baijiu.

The coffee chain said that on launch day it sold more than 5.42 million cups of Moutai alcohol-infused lattes, worth more than 100 million yuan (US$13.69 million).

In 2022,  Kweichow Moutai opened its first ice cream store selling up to 14 flavours infused with baijiu.