China's Moutai, Luckin launch alcohol-tinged latte to woo young Chinese consumers
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WAN-IFRA Digital Media Awards Worldwide 2022
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Digital Media Awards Worldwide 2022
BEIJING : Kweichow Moutai and coffee brand Luckin Coffee on Monday launched in China a latte advertised as containing the fiery Chinese spirit baijiu, as the Chinese luxury liquor maker aims to pull in more younger consumers.
The 38 yuan ($5.23) "sauce-flavoured latte", which Luckin discounted to 19 yuan on the first day of sales, was one of the most discussed topics on Chinese social media platform Weibo, with several users saying they had placed orders.
Moutai, known as the national liquor of China, is a potent, colourless spirit that is usually served at banquets in China, and drinkers say that the flavour and aroma of Kweichow Moutai's version are similar to soy sauce. The companies said the latte alcohol content was lower than 0.5 per cent of its volume.