“酱香拿铁”引爆全网！“年轻人的第一杯茅台”到底好不好喝？

图源：微博@瑞幸咖啡‍

In collaboration with Kweichow Moutai, the country's top liquor maker, domestic coffee chain Luckin Coffee introduced a Moutai-flavored latte on Monday, and it quickly became a hit.

The latte, packaged with an iconic Moutai label and containing less than 0.5 percent alcohol by volume of 53 degrees Moutai, soon became one of the most discussed topics on Chinese social media, with many people curious about the combination of the traditional Chinese white liquor, or baijiu, and coffee.

Before midday, some Luckin branches in Beijing quickly sold out of their Moutai-flavored latte, and many of the shops had to close their online ordering systems as orders for the drink surged.‍

An employee surnamed Zhang, who works at a Luckin branch near Huixingdong Bridge in Beijing, said the special latte made up most of the orders at her shop on Monday morning.

图源：微博

"It seems that people prefer iced latte, so we quickly used up the ice at the branch. The number of orders was scary," she said.

She said she had no choice but to temporarily close the branch's online ordering system at around 1:30 pm because there were more than 200 orders to be completed, nearly all of them being the Moutai-flavored lattes.

People then started to share their reactions after trying the latte on social media. Most people agreed that the aroma of the white liquor is very strong. And while some people said they can taste the flavor of the liquor but not the actual alcohol, others said that they clearly felt dizzy after drinking the coffee.

Meanwhile, people also raised the question about if they are allowed to drive after drinking Moutai-flavored latte. Luckin stated that underage people, pregnant women, drivers and those who are allergic to alcohol are advised not to order the drink.‍

Meanwhile, people also raised the question about if they are allowed to drive after drinking Moutai-flavored latte. Luckin stated that underage people, pregnant women, drivers and those who are allergic to alcohol are advised not to order the drink. 

On Monday, an officer with the Beijing Traffic Administration Bureau also asked people not to drive no matter how much alcohol is actually in the latte.

Moutai has been looking for ways to be more accessible and pull in a new generation of users, said Zhu Danpeng, a food and drink analyst.

“By working with Luckin Coffee, Moutai has made its brand younger and has generated more opportunities to develop its extended product portfolio for younger consumers in the future,” Zhu said. 

Moutai has been engaged in an array of marketing campaigns recently, including Moutai ice cream and other creative products.

记者：崔佳

实习生：邹怡娜