In China’s online shopping season for singles’ day, China’s well-known instant milk tea giant Xiang Piao Piao has launched a new milk tea, “Drunken Peach”(桃醉双拼). As its name implies, this instant milk tea contains alcohol.
Xiang Piao Piao staff confirmed to the media that this is a new style milk tea in partnership with Luzhou laojiao, a well-known Chinese liquor brand, which has been on sale since October 21. The first inventory sold out on the day of the November 11 shopping festival.
As an instant milk tea, it does not give diners a small bag of liquor directly in the ingredients but mixes Luzhou laojiao liquor into Nata and bubble made of cassava powder.
Overall, the low alcohol content of this milk tea does not lead to drunkenness, but the volatile aroma of white wine combined with peach flavor makes it tastier.
New-style milk tea is a very popular food among Chinese consumers in the past 5 years.
Although young Chinese consumers increasingly do not like to drink traditional Chinese spirits, they increasingly like to try other foods with liquor flavor. This year, many new brands of milk tea have begun to try to add alcohol to their milk tea.
However, the rise of the new milk tea has a significant impact on the market of instant milk tea, which made XiangPiaoPiao once caught in a dilemma.
Through the efforts of its fruit tea brand Meco, as well as the continuous co-naming with other food brands, Xiang Piaopiao is returning to the poker table.
We have described in detail that the focus of the new milk tea is to add different innovative ingredients to the milk tea to bring continuous new experience to consumers.
Xiang Piao Piao seems to have mastered the essence at this point, and they have even launched hot and sour chicken claw-flavored milk tea and Tsing Tao Beer-flavored milk tea.
In addition, Xiang Piao Piao has also entered the light food market this year.