In a blend that captures the essence of East meets West, China’s coffee lovers and spirit enthusiasts are being treated to a new sensation: the Jiangxiang Latte. Released on September 4, this unique coffee drink, which incorporates the fiery kick of the renowned Chinese spirit baijiu, has become an overnight sensation, dominating mainland social media platforms.
A collaborative creation, the Jiangxiang Latte is birthed from the combined efforts of Luckin Coffee, a major player in the mainland coffee landscape, and Kweichow Moutai, a prominent luxury liquor manufacturer. The drink, named after the aromatic “sauce fragrance” indicative of Maotai’s exquisite white wines, offers consumers a unique blend of two quintessential flavors. While Maotai, or better known locally as “Maotai”, stands as the pinnacle of liquor brands in China, its premium price point often places it out of reach for many. As such, the Jiangxiang Latte has been affectionately termed the “young people’s first cup of Maotai.”
Luckin Coffee’s Weibo account elaborated on the drink’s composition, revealing a special concentrated milk laced with baijiu flavoring as a crucial ingredient. However, those hoping for a potent punch might be slightly disappointed; the latte contains a modest alcohol content of under 0.5%. Despite its subtle alcoholic content, Luckin Coffee has issued cautionary advisories against consumption by children, pregnant women, and those allergic to alcohol. On its debut, the coffee was priced at 38 yuan (roughly US$5.2) a cup, with promotional offers further halving the cost for early birds.
Reports of its initial reception paint a picture of frantic excitement. Many patrons, lured by the buzz on platforms like Weibo, waited in long lines, with some facing waits of up to two hours only to find stocks depleted by the overwhelming demand. A Luckin Coffee outlet in Hangzhou reportedly sold over 200 cups within the first three hours of its launch day.
Online, the discourse around the Jiangxiang Latte reached fever pitch. Video content related to the beverage was viewed a staggering 70 million times on Douyin alone, attracting around 600,000 comments. Some netizens humorously remarked on the drink’s alcoholic content, with one jokingly pondering the dilemma of explaining an accidental tipsy state at work to their boss after a latte.
Safety concerns also surfaced regarding the drink’s alcohol content. An official from the Beijing Transport Management Bureau urged caution, highlighting that consuming any alcohol-laced beverage can impair one’s driving. Confirming this, officers in Xiangyang conducted breathalyzer tests on pedestrians post-Jiangxiang Latte consumption, noting that all passed but advising against driving after consuming alcohol-infused products.
Highlighting the drink’s authenticity, Luckin unveiled an online video, showing the meticulous infusion of genuine Maotai liquor in the production process. This isn’t Kweichow Moutai’s first venture into unique collaborations. Previously, they partnered with the dairy behemoth Mengniu to unveil a Maotai-flavored ice cream, retailing at 60 yuan (approximately US$8) per serving.
As beverage trends continue to evolve, the Jiangxiang Latte stands as a testament to the limitless possibilities when traditional and contemporary flavors converge, capturing the imagination of a nation and beyond.
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