{"id":13076,"date":"2023-09-27T06:30:43","date_gmt":"2023-09-27T06:30:43","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=13076"},"modified":"2025-04-23T09:06:13","modified_gmt":"2025-04-23T09:06:13","slug":"what-baijiu-infused-coffee-and-chocolate-can-tell-us-about-chinas-consumer-market","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/what-baijiu-infused-coffee-and-chocolate-can-tell-us-about-chinas-consumer-market\/","title":{"rendered":"Why alcohol infused coffee just went viral in China"},"content":{"rendered":"

The Chinese consumer market, ever vibrant and dynamic, has been making headlines again with a recent trend fusing baijiu with coffee and chocolate, writes Robynne Tindall<\/h2>\n

In September 2023, Chinese baijiu brand Kweichou Moutai, one of the world\u2019s largest spirits companies, launched collaborations with Chinese coffee chain Luckin and international chocolate brand Dove that took the market by storm. What can other brands learn from these popular promotions?<\/p>\n

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Moutai x Luckin Coffee<\/strong><\/h4>\n

Luckin Coffee launched a partnership with Moutai in early September, selling a baijiu-infused latte for RMB 38 (\u00a34.27) per cup (although discounts usually made it around RMB 19). Despite many being sceptical of the coffee\/baijiu mashup, consumers still flocked to Luckin in their millions. According to Luckin, 5.42 million cups of the coffee were sold on the first day of launch, with sales topping RMB 100 million (\u00a311.2 million).<\/p>\n

Founded in 2017, Luckin Coffee was a venture capital darling, leveraging ultra-cheap prices and quick delivery to win over Chinese consumers. The company took a hit in autumn 2020 after it admitted to fabricating over USD 300 million in earnings and was delisted from US markets, but has since bounced back with a vengeance, surpassing Starbucks in terms of income and number of stores by mid-2023.<\/p>\n