Maoxiaoling liquor-filled chocolate, made by China's luxury liquor brand Kweichow Moutai in collaboration with Mars Inc-owned Dove, was officially launched on Saturday afternoon.
At a supermarket in Shanghai, many customers were spotted specifically bringing shopping bags to buy Maoxiaoling liquor-filled chocolates.
The collaboration involves two flavors of products in four different sizes. The price for a 12-piece classic flavor box will be 169 yuan (about 23.2 U.S. dollars) while a 2-piece box is priced at 35 yuan.
"It's a little pricey, but I want to taste it," said Ms Yang, a Shanghai resident who and her family have bought 12 boxes of chocolates.