New Chinese-Style Coffee Trend Creates Baijiu-Infused Coffee! Young People Are Also Drinking Moutai and Wuliangye

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Humans have gone to great lengths in their pursuit of neural stimulation and the excitement of victory. Alcohol + coffee,可以说可以说是在合法的范围内，让身心体验到了极致。

In the 1940s, foreign bars began to popularize the combination of hot coffee in spirits, with spirits as the main component and coffee as secondary, making the flavor and layers of spirits more abundant. Subsequently, the combination of alcohol and coffee gradually became popular in cafes.

Contrary to the practice in bars, baristas focus on enabling coffee to exhibit more flavors and layers. With the cultivation of specialty coffee culture, people not only pay increasing attention to the pairing of spirits and coffee but also pursue the uniqueness of coffee itself and spirits themselves, hoping that after fusion, their respective characteristics will emerge at different stages and reflect the flavor performance in three different stages: front, middle, and back.

The Rise of Alcohol Coffee in China

Originally, there were not many shops selling alcohol coffee in China, but as the younger generation of consumers increasingly pursues a state of slight intoxication, alcohol coffee has become one of the mainstream specialty products in domestic coffee shops since consumers began going to convenience stores during the day to start making various alcoholic beverages/coffees.

The reason why the state of slight intoxication is increasingly pursued by young people is, on one hand, to seek methods that can help them relax, and on the other hand, the mild influence of alcohol can alleviate anxiety to a certain extent. Therefore, the demand for alcohol coffee is greater in the morning. As a result, not only independent cafes but also chain coffee shops have begun to launch coffee products containing alcohol, allowing consumers to drink them at any time.

The "New Chinese Style" Trend

With the "New Chinese Style" trend, the involvement of alcohol has gradually shifted from foreign spirits to Chinese local spirits. Maotai and Wuliangye have become classic representatives of New Chinese Style alcohol coffee.

Compared to spirits with strong flavors like whiskey and brandy, the aroma of these two Chinese spirits is relatively much milder. When combined with coffee, they can provide the slight intoxication brought by alcohol, and a small amount doesn't need to worry about the alcohol flavor overwhelming the coffee taste. At the same time, these two Chinese spirits can bring a hint of sweetness + fermented aroma to coffee. Since the launch of Chinese spirit + coffee two years ago, it has always been a focus of coffee brands. From independent cafes initially launching Maotai Dirty to well-known coffee brands introducing Wuliangye specialty coffee, such combinations can attract the attention of mass consumers regardless of when they are introduced.

Besides the novelty and curiosity of the combination, it's more about giving everyone an opportunity to taste precious Chinese spirits. As netizens said before: "I can't afford thousands of yuan for Maotai, but I can afford a几十块 (tens of yuan) Maotai Dirty!"

The Future of Innovation

From today's perspective, the "Coffee + xx" category continues to refresh itself, and this product extension will become a new trend. In other words, future product innovation methods will emerge endlessly.

However, this doesn't mean tradition is bad. One point to note is that there is no conflict between tradition and innovation. So-called innovation is also built on the foundation of tradition. Innovation is to improve and perfect on the basis of tradition, thereby creating greater benefits.

Whether the "Coffee + xx" category attracts consumers through taste buds, promotes market development through novel creativity, or becomes a popular combination trend, "Coffee + xx" will ultimately return to the consumer group. "Good taste and able to withstand scrutiny" is the essential meaning of this combination.

Image source: Internet

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