How about ‘Firewater’ as your next dessert? Moutai, the famous Chinese spirit brand, has crafted a unique ice cream infused with baijiu.

Moutai, a potent and clear liquor renowned for its intense flavor, has long been the drink of choice for Chinese political figures and business elites looking to make an impression.

The iconic brand is now looking to appeal to younger generations by launching its first-ever ice cream shop, offering sweet treats laced with its signature 53% alcohol spirit.

The inaugural Moutai Ice Cream store opened on May 19 in the lobby of the Moutai International Hotel, located in Zunyi, Guizhou province, where the Kweichow Moutai group is based.

Moutai is the priciest variety of baijiu, often referred to as China's ‘national spirit.’ While predominantly consumed in China, it is also the most consumed hard liquor worldwide, enjoyed at nearly every festive occasion from weddings to business dinners.

What does it taste like?

With Moutai’s bold flavor earning it the nickname ‘firewater,’ many in China were intrigued by what an ice cream made with the liquor would actually taste like.

Early tasters describe the ice cream as having a subtle Moutai flavor, according to local media reports.

Moutai, distilled from sorghum and rice, undergoes a lengthy fermentation process that spans eight rounds underground over the course of a year. This unique method imparts a savory, almost soy sauce-like flavor, enhanced by notes of mushrooms, caramel, and bitter herbs, creating an incredibly rich taste.

The Moutai ice cream shop will officially open on May 29, but for now, customers can enjoy two flavors: classic Moutai and vanilla-infused Moutai, each priced at 39 yuan per serving.

Moutai ice cream is priced higher than Haagen-Dazs, which is widely regarded as the most famous ice cream brand in China. While Haagen-Dazs benefits from a broad cold-chain distribution network, Moutai ice cream is currently only available at its flagship store.

This has left food enthusiasts across China eager to sample the baijiu-infused ice cream.

One user on China’s Weibo platform wrote, “It looks like Moutai ice cream is becoming a trend. I can’t afford the liquor, but I can definitely afford the ice cream. I’ll definitely try it soon.”

Another user inquired, “When will the Moutai ice cream shop open in Beijing?”

A friendly reminder: Don’t eat and drive.

The brand’s venture into the ice cream market has sparked both excitement and debate. A hashtag reading ‘Moutai ice cream costs 39 yuan per serving’ has already garnered over 180 million views on Weibo.

While some people thought Moutai was an unusual choice for an ice cream flavor, many praised the innovative idea.

One Weibo user commented, “If rum can have its own ice cream, why not Moutai?”

Another user suggested, “Moutai producers could create ice creams inspired by different vintages. A salty, baijiu-flavored ice cream could also become a new trend to watch.”

Some are already speculating about the next potential fusion, eagerly anticipating Moutai-infused chocolate, coffee, or milk tea.

Despite the excitement, some netizens quickly raised concerns about the effects of consuming alcohol-laced ice cream.

“Will eating just one cone leave you tipsy if you're not good with your alcohol tolerance?”

The ice cream, created in collaboration between Kweichow Moutai and Mengniu Dairy, contains 50 grams of Moutai per kilogram of milk, according to customer service representatives at the Moutai International Hotel.

With an alcohol content of 3%, the development team advises consumers not to drive after enjoying it, and minors are prohibited from purchasing the treat.

Moutai isn’t the first brand to get creative with China’s beloved national spirit. Baijiu-infused pizzas and gummy bears are already available, and a chef in Beijing has even come up with a deep-fried baijiu cake.