China's luxury liquor brand Kweichow Moutai is seeking to broaden its consumer diversity with an aim to access the younger generation by collaborating with Mars Inc-owned Dove in making liquor-filled chocolate products.

On Sept 14, the liquor brand announced the partnership with Dove, only 12 days after its market hit campaign with the country's largest coffee chain house Luckin Coffee, which sold 5.42 million cups and reached sales of 100 million yuan on launch day.

The Moutai-Dove products will be available in the market on Sept 16.

Approaching the Mid-Autumn Festival that falls on September 29 this year, which is the primary gifting season for chocolate and alcoholic products, the team-up has added new dynamics to the chocolate market - which has experienced growth challenges during the past three years - and also continued to market the Moutai brand and make it more accessible to younger consumers in China, said Jason Yu, general manager of Kantar Worldpanel China.