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Moutai-flavored latte gets coffee lovers all abuzz|茅台携手瑞幸,“酱香拿铁”引发热议

WX20230906-100600@2x.pngMoutai-flavored lattes are prepared for takeaway orders at a Luckin Coffee outlet in Yichang, Hubei province, on Monday. LIU JUNFENG/FOR CHINA DAILY

周一,湖北宜昌的一家瑞幸咖啡店正在准备酱香拿铁外卖。


China's top liquor maker Kweichow Moutai and domestic coffee chain Luckin Coffee have got a hit on their hands with a new baijiu-flavored latte released Monday that quickly sold out in Beijing.


贵州茅台与咖啡连锁店瑞幸咖啡近日推出了一款新的白酒味拿铁,在北京迅速售罄。


The latte, emblazoned with the iconic Moutai logo, contains less than 0.5 percent (alcohol by volume) of 53 degree Moutai, and soon became one of the most discussed topics on Chinese social media with people curious about how traditional Chinese liquor would taste with coffee.


这款印有茅台标志的拿铁,含有不到0.5%的53度飞天茅台(酒精含量),很快成为中国社交媒体上讨论最多的话题之一,人们好奇传统的中国白酒和咖啡搭配起来会是什么味道。


In Beijing, the Moutai-flavored latte sold out in some Luckin Coffee locations before midday. And many had to shut down their online ordering system as orders surged.


在北京,瑞幸咖啡一些门店的酱香拿铁在中午之前就售罄了。由于订单激增,许多商家不得不关闭线上购买渠道。


Staff members at the Luckin Coffee branch near Huixindong Bridge in Chaoyang district said that the majority of orders they had received on Monday morning were for the Moutai-flavored latte.She said she had no choice but to temporarily stop the online ordering system at around 1:30 pm because there were more than 200 orders still to be completed and almost all of them were for the Moutai-flavored latte.


北京市朝阳区惠新东桥附近一家瑞幸门店的店员表示,下午1:30该店不得不提前停止接单,截至停单时,仍有200多单待制作,其中大部分是“酱香拿铁”。


People have been sharing their reactions after trying the latte on social media, with most agreeing that the aroma of the baijiu is very strong. Some people said they even felt dizzy after drinking the coffee because of its alcohol content.


很多网友在社交平台上分享品尝体验,表示:“白酒的香气非常强烈,喝完感觉头晕。”


Some also wondered whether they would be allowed to drive after drinking the latte. In response, Luckin Coffee stated that underage people, pregnant women, drivers and those who are allergic to alcohol are advised not to order the drink.


有人提问:“喝了咖啡后算酒驾吗?”据介绍,“酱香拿铁”使用白酒风味厚奶(含53%vol贵州茅台酒),饮品酒精度低于0.5%vol,但未成年人、孕妇、驾驶人员、酒精过敏者不建议饮用。


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


北京市交管局法制科工作人员建议,消费者喝完含酒精饮品后不要再开车,血液中的酒精含量超过20毫克/100毫升就被认定为饮酒驾车。


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


食品和饮料分析师朱丹蓬表示,近年来,茅台一直在寻找更容易被消费者接受、吸引年轻顾客的方法。


"By working with Luckin Coffee, which surpasses Starbucks as the largest coffee house operator in China, 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.


朱丹蓬认为,茅台和瑞幸分别是国内白酒和咖啡领域的头部企业,二者的合作可谓是各取所需、强强联手。


Moutai has run snazzy marketing campaigns in recent years in its bid for younger customers, such as by rolling out Moutai ice cream, figurines, scented sachets, canvas bags and other cultural creative products.


近年来,为了吸引年轻消费者,茅台开展了一系列更“年轻”的营销活动,比如推出茅台冰淇淋、茅台小香囊、帆布袋等文化创意产品等。


Source: China Daily

Editor: Chen Dawei

Senior Editor: Min Jie