BEIJING — Kweichow Moutai and coffee brand Luckin Coffee on Monday (Sept 4) 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 "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.
The launch comes amid a slowing economy and as Kweichow Moutai, whose alcohol sells at an average market guide price of 1,499 yuan, has been looking for ways to be more accessible and pull in a new generation of users. The company, based in China's southwestern Guizhou province, also launched a baijiu-infused ice cream last year.
Independent food industry analyst Zhu Danpeng said the collaboration would most likely benefit both brands.
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