A coffee shop chain in China that has apparently become more popular than Starbucks sold over 5.42 million cups of its new alcohol-infused latte within hours of its launch, it has emerged.
Luckin Coffee, found at approximately 10,000 locations over the country, said it has set a new sales record on the very first day of introducing the drink created in collaboration with Kweichow Moutai, a firm that makes the spirit Baijiu, a ‘white (clear) liquor’ between 35 per cent and 60 per cent alcohol by volume.
The sales reportedly reached over CNY 100 million (GBP 11 million) as the item completely sold out in many Luckin Coffee shops in Beijing and Shanghai on 4th September.
The ‘Moutai Latte’ originally priced at CNY 38 (GBP 4.15) was discounted to CNY 19 (GBP 2.08), making it an instant hit with thousands of customers who lined up outside the stores looking to taste the newest flavour.
The beverage, said to taste similar to soy sauce, sparked interest both with younger and older generations.
A student named Zhang, who described himself as a fan of trendy café visits, told local media: “I heard it was going to be available online, so I came early this morning to buy it, fearing it might run out.”
Another Luckin Coffee customer, named Mr Wang said he was keen to try out but worriedly added: “I have to drive later, and I’m afraid it might affect me.”
But the companies reassured its customers saying that the level of alcohol in the beverage is less than 0.50 per cent, making it safe to drink for virtually everyone.
Kweichow Moutai, a premium liquor from the state-owned Kweichow Moutai Company, has traditionally been popular among middle-aged and older individuals and is often served at important gatherings.
However, younger Chinese generations are turning away from these baijiu brands, which are seen as more suited for seniors, and prefer coffee instead.
In 2023, Luckin Coffee achieved higher sales than Starbucks in China for the first time, thanks to its rapid expansion.
Luckin reported an impressive 88 per cent year-on-year revenue growth in the second quarter of 2023, reaching CNY 6.2 billion (GBP 677 million), surpassing Starbucks’ sales by over CNY 200 million (GBP 21 million).
The collaboration between the two beverage giants appears to be a winning strategy, enabling both companies to connect with the majority of China’s consumers.
