一天卖了542万杯！“酱香拿铁”引爆全网，为什么让年轻人这么“上头”？_风闻

【来源龙腾网】

评论原创翻译：

South China Morning Post

2023年9月5日

原创翻译：龙腾网 https://www.ltaaa.cn 转载请注明出处

Chinese liquor company Kweichow Moutai and coffee chain Luckin Coffee have collaborated to launch an alcoholic latte. The “sauce-flavoured latte” containing the fiery Chinese spirit baijiu quickly sold out at several stores in Beijing and Shanghai on its launch on September 4, 2023. The companies said the alcohol content of the drink was less than 0.5 per cent of its volume.

中国白酒公司贵州茅台和咖啡连锁店瑞幸咖啡合作推出了一款含酒精拿铁。这款含有烈性中国白酒的“酱香拿铁”于2023年9月4日上市，在北京和上海的几家门店迅速售罄。两家公司表示，这种饮料的酒精含量不到其体积的0.5%。

@bimmjim

I don’t drink alcohol but I do experiments with flavors.

我不喝酒，但我会尝试各种口味。

@ZENSIBLE

Yup that’s what we need more of.

是的，这正是我们需要的。

@mauropereira187

Nah i dont think so, have you thought of the amount of sugar and alcohol could have

不，我不这么认为，你想过糖和酒精的含量吗

原创翻译：龙腾网 https://www.ltaaa.cn 转载请注明出处

@___beyondhorizon4664

The Italian, Irish have already offered it so long ago, try Irish coffee. There’s nothing original about this coffee alcohol

意大利人，爱尔兰人很久以前就这样弄，试试爱尔兰咖啡吧。咖啡里加酒精根本不是原创

@florianbirnbaum6584

@___beyondhorizon4664 And the Spanish “carajillo” too (with brandy). They’re just adapting the concept to Chinese palate.

还有西班牙的“茴香酒咖啡”(加白兰地)。他们只是在把这个概念来适应中国人的口味。

@eva31s

Customer feedback: don’t think it’s worth if for a drink.

Marketing team: It worth it, we make company sales goes up this month !

顾客反馈:不值得去喝一杯。

营销团队:值得，我们让公司这个月的销售额上升了!

@vladdank9158

Business in a nutshell haha

Never ask the customers what they think. Look at what the customers do.

简而言之就是商业，哈哈

永远不要问顾客的想法，看看顾客是怎么做的。

@user-ol7tc4pu1l

Yeah, they removed alcohol with caffeine over 10 years ago due to deaths among the young adults. Hope they can enjoy it without the negative effects it could bring

是的，他们十多年前就因为年轻人的死亡而取消了含咖啡因的酒精饮品，希望他们能在没有负面影响的情况下享受它

@eugenelim11

Most of the customers are just trying new flavors. They are unlikely to go back (according to the customers that the reporter interviewed). So the supernormal profits are short term.

Secondly, it is easy to copy. Anyone can add a bit of alcohol to coffee. So competitors will quickly catch on and erode profits

大多数顾客只是在尝试新口味。他们不太可能再回购了(根据记者对客户采访得知)，因此，超常利润是短期存在而已。

其次，它很容易复制。任何人都可以在咖啡里加一点酒精。因此，竞争对手很快就会赶上来，侵蚀利润。

@theeevolone

I’ve noticed a lot of different countries have been trying to promote younger people to buy and drink alcoholic beverages

我注意到很多国家都在努力鼓励年轻人购买和饮用酒精饮料

@lingth

It’s already happening many decades ago, it’s call cocktail.. Koreans also mix soju with yogurt drinks like Yakult.. and it’s popular with young ppl starting to drink, as it’s not “bitter” or too strong

这在几十年前就已经玩过了，当时是叫做鸡尾酒。韩国人还把烧酒和养乐多等酸奶饮料混在一起喝。这在刚开始喝酒的年轻人中很受欢迎，因为它不“苦”，也不太烈。

@theeevolone

@lingth No, I know that young people have been drinking since the discovery of alcohol as a beverage.

What I meant is in many countries around the world lately, like within last year or 2, have been saying young people aren’t drinking enough and sales were down so should drink more.

Idk if I trust money being only money motive tho

不，我知道自从发现酒精作为一种饮料以来，年轻人就一直在喝酒。

我的意思是，最近世界上的许多国家，比如在过去一两年里，都在说年轻人喝得不够，销量下降，所以应该多喝点。

我不知道我是否改认为金钱是唯一的动机。

@albback8176

Drinking in public is not restricted in china. This would be a natural evolution in the beverage industry.

在中国，在公共场合饮酒是不受限制的，这是饮料行业的自然演变。

@faheemabbas3965

East Asians and alcohol go together pretty well if you haven’t noticed…

你是否还没有注意到，东亚人很爱酒精

@theeevolone

@faheemabbas3965 I’ve never been to Asia myself but, my mom and grandma are east Chinese from Vietnam immigrated to US. mom drinks, grandma never funny she calls it “pink elephant drink”

我自己从来没有去过亚洲，但我妈妈和奶奶是从越南移民到美国的东亚人。妈妈喝酒，奶奶从不喝酒，有趣的是她称之为“粉红大象饮料”（英语有句谚语：“Seeing pink elephants”看见粉色大象，来形容醉酒后产生的幻觉）

@Indrakusuma_a

It’s always like this, curiosity and fear of missing out drive people like a flock of sheeps, then it immediately dies down. Well, probably still worth it for those companies since it boosts their sales up temporarily.

总是这样，好奇心和错失恐惧就像一群绵羊一样驱使人们，然后它立即消失了。好吧，对这些公司来说可能还是值得的，因为这会暂时性的提高它们的销售额。

@RespectOthers1

Without repeat customers this will only be a fad.

如果没有回头客，这将只算一种促销活动。

原创翻译：龙腾网 https://www.ltaaa.cn 转载请注明出处

@gendoruwo6322

maybe a lot of people love it, but they’re too embarrassed to admit it live.

也许很多人喜欢它（茅台），但他们太窘迫了，不敢现场承认。

@theeraphatsunthornwit6266

Sell one to each chinese you will be the richest guy in town

卖给每个中国人一份，你就会成为城里最富有的人。

原创翻译：龙腾网 https://www.ltaaa.cn 转载请注明出处

@lawrance6540

they are not targeted to repeat customers, it is just a limited one-time product, to co-marketing with Moutai, the best and highest price Baijiu brand in China.

他们的目标不是培养回头客，这只是一个受限的一次性产品，与茅台搞的联合营销——茅台是中国最好、价格最高的白酒品牌。

@yapolloable

You’re right. They change menu every 3 months. China is crazily competitive.

你说得对。他们每3个月更换一次菜单列表，中国竞争异常激烈。

@MsRaquel99999

Judging by the response this novelty will soon wear off ??

从反应来看，这种新奇感很快就会消失。

@KingOfNaraka

I’ve been lightly lacing my ice-coffee with Hennessy for a long time. It’s great.

很长一段时间以来，我一直把冰咖啡和轩尼诗放在一起，太棒了。

@steventan6381

Drinker’s brain would be confused whether to fall asleep or wake up.

饮酒者的大脑会分不清是该入睡还是该醒来的。

@rebym

The intro is “A Chinese coffee chain and the country’s top liquor maker have collaborated on a new drink”. That’s a bit misleading. “Luckin coffee, the largest coffee chain in China, is collaborating with the largest liquor maker” would be more accurate.

介绍是“一家中国咖啡连锁店和该国顶级酿酒品牌合作开发了一种新饮料单品”，这有点误导。更准确的说法是，“中国最大的咖啡连锁店瑞幸咖啡正在与最大的白酒制造商合作”。

@jeffchen9019

My Chinese friends tested it lately and they say it’s just drinking puke, or drinking pukes from winter times if they ordered a cold one ??

我的中国朋友最近尝试了它的味道，他们说完全是喝呕吐物的感觉，或者如果他们点了冷饮，那就喝冬天的呕吐物的感觉。

@alexhooi6294

I think it is very wrong to introduce alcohol into coffee for the teenager whether they are under age or not. Marketing wise, I’m sure it’s a hit. Imagine a teenager gets too much of it. Imagine after having it and getting into a car accident or speeding.would he or she be charged speeding or speeding with alcohol influence. I believe the list of problems gets longer if one has too much of it everyday.

我认为，无论青少年是否未成年，在咖啡中加入酒精都是非常错误的做法。从营销角度来看，我相信它会大受欢迎，不过想象一下，一个十几岁的孩子喝多了的情景。想象一下，在喝多了之后，他或她发生了车祸或超速——他或她会被指控超速或酒后超速吗。我认为，如果一个人每天都有太多的问题，那么问题的清单就会变得越来越长。

@lingth

It’s the Same as “Irish Coffee” where they put Irish whiskey into coffee, now they just put Chinese Mao Tai into coffee I guess..,just as there is espresso martini..

这和“爱尔兰咖啡”一样，他们把爱尔兰威士忌放进咖啡里，现在他们只把中国茅台放进咖啡中，就像有意式浓缩咖啡马天尼一样。

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