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Luckin Coffee Inc. has officially jumped into the alcoholic beverage business after teaming up with Kweichow Moutai, a known liquor manufacturer in China. Through its partnership deal with the baijiu distilled alcohol drink producer, the coffee chain rolled out its own boozy latte beverage.
Luckin Coffee unveiled its unique alcoholic latte with the aim of attracting young customers in China. The new drink was described by the popular coffeehouse brand as a “sauce-flavored latte with a jolt of liquor.”
As per CNN Business, the “sauce” in the description refers to the mild savory taste of Moutai’s liquor, which many drinkers compare to the flavor of soy sauce. The unexpected beverage from Luckin Coffee immediately drew a lot of attention, especially on social media.
Many Chinese consumers expressed their curiosity about how the alcoholic latte will taste. Some also wonder if the new product is safe to drink while they are out in the coffee shop. Since there is alcohol, people engaged in discussions on these topics online: Will drinkers get drunk? Is it safe to drive after drinking?
Reuters reported that staff at Luckin Coffee are advising drinkers not to drive after consuming the latte. Due to its considerable attention, the new beverage was already sold out in some stores in Shanghai and Beijing on the same afternoon of the launch.
"Moutai and Luckin are the leading enterprises in the domestic liquor and coffee sectors, respectively," Zhu Danpeng, an independent food industry analyst, commented about Luckin Coffee and Moutai’s collaboration. "On the one hand, Moutai accelerates its brand rejuvenation through cooperation with Luckin and on the other hand, for Luckin, its cooperation with Moutai also helps to improve its comprehensive strength and brand tone in the coffee industry."
At any rate, the new product was released on Monday, Sept. 4, and is being sold at Luckin Coffee outlets across the country for 38 yuan, roughly $5.20 in US dollars. People who prefer to have their boozy lattes delivered can avail of some online coupons that will give them a 50% discount. This offer is for a limited time only, but Luckin Coffee did not mention a specific time frame.
