baijiu

Chinese baijiu brand Moutai’s collaboration with Chinese coffee chain Luckin was a blockbuster hit in 2023. But does a second collaboration show that when it comes to co-branding, lightning doesn’t strike twice? In September 2023, Luckin Coffee launched a partnership with Kweichou Moutai, one of the world’s largest spirits companies, selling a baijiu-infused latte for RMB 38 (£4.27) per cup (although discounts usually made it around RMB 19). Despite many …

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 In September 2023, Chinese baijiu brand Kweichou Moutai, one of the world’s 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? Moutai x …

Alcohol has shaped Chinese culture for thousands of years, influencing art, philosophy, politics and tradition. Recently, alcohol consumption has been tied to changing political and economic conditions, with young Chinese consumers increasingly willing to try drinks such as whisky, beer and wine Whilst baijiu (a strong colourless liquor usually distilled from sorghum) remains the favourite tipple for many Chinese drinkers, sales are declining as the younger generation continue to associate …