Jiangxiaobai or Jiang Xiao Bai (江小白), a popular baijiu or Chinese white spirit brand for young adults, has extended the brand into biscuit and ice cream to capture the adult segment. Co-branding between beverage and food has become a norm but it is interesting to see co-branding involving baijiu in packaged foods.
Pocky has collaborated with many iconic food brands including with the famous Thai chili paste maker Phiboonchai Maepranom Thai Chili Paste. In China, Jiangxiaobai is the new limited edition Pocky flavour. The alcohol content is less than 0.1%.
Jiangxiaobai has also collaborated with dairy major Mengniu with a co-branded ice cream. The Suibian (随变) Jiangxiaobai alcohol-centered ice cream comes in 2 flavours – white peach and caramel. The baijiu brand set up a pop-up “adult ice cream” store at a Hema outlet in Shanghai between 30 May 2020 and 1 June 2020.
Alcohol-flavoured snacks or ice cream may not be applicable for Muslim-majority countries in Southeast Asia but can be an inspiration for markets like Thailand, Vietnam and the Philippines.
