In China, Kweichow Moutai and coffee chain Luckin Coffee had recently partnered to launch a latte which contains the fiery Chinese spirit baijiu, as the Chinese luxury liquor maker hopes to pull in younger consumers.
The Rmb 38 (US$5.23) ‘sauce-flavoured latte’, which Luckin sold at a 50% discount during the first day of launch was one of the most popular product discussed in social media platform. It managed to sell 5.52 million cups of the drink worth approximately Rmb 100 million (US$13.7 million) on the first day setting a new sales record for Luckin.
Drinkers said that the flavour and aroma of the latte concocted with Kweichow Moutai is similar to soy sauce. It was reported that the latte alcohol content was lower than 0.5%.
The launch comes amid a slowing economy as Kweichow Moutai aims to attract a new younger generation of consumers who seek affordable drinking options. The launch is expected to benefit both partners as Moutai is able to rejuvenate its brand while Luckin can strengthen its presence in the coffee industry with a unique offering.
Meanwhile, Moutai has also launched liquor-filled chocolates via collaboration with Mars Inc’ Dove brand. The product is priced at Rmb 35 (US$4.80) for a gift box containing 2 pieces and Rmb 99 (US$13.60) for a box of 6.
Both of the above products signify Moutai’s serious attempt to reach out to younger consumers and diversify out of the premium alcoholic drink segment which target only a niche group of consumers.
Earlier on, the company also launched baijiu-infused ice cream to reach out to a bigger target market.
Kweichou Moutai is one of the most expensive liquor in China selling at an average retail price of Rmb 1,499 (US$206.50). It is known as the national liquor of China and is a potent, colourless spirit that is usually served at banquets in China.