By Sophie Yu and Brenda Goh BEIJING (Reuters) - Kweichow Moutai and coffee brand Luckin Coffee on Monday launched in China a latte advertised as ...
STORY CONTINUES BELOW THESE SALTWIRE VIDEOSBEIJING - 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.
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% of its volume.
Chinese social media users posted videos of themselves picking up cups of the drink and being told by sales staff that they should not drive after drinking it. By Monday afternoon in Beijing, the app showed buyers would need to wait for more than an hour to pick up their drinks, up from the usual few minutes.
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China's Moutai, Luckin launch alcohol-tinged latte to woo young Chinese consumersKweichow 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.
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