<p>（第一财经）5 月 18 日——瑞幸咖啡在其遍布中国的咖啡馆推出了两款特色酒精饮品，标志着这家领先的咖啡连锁品牌进入 “轻微醉意” 市场，旨在寻求新的增长来源，以应对日益激烈的竞争。</p>
<p>根据第一财经的调查，今天推出的这两款新产品并未在北京的每家瑞幸门店销售。它们的口感类似于水果咖啡饮品，带有淡淡的酒精后味，制作过程比咖啡更复杂，更像是调制鸡尾酒。</p>
<p>根据店员的说法，这些饮品分别含有 15 毫升的杜松子酒和威士忌，使其酒精含量超过 0.5% vol。根据中国的分类标准，这两款饮品都属于酒精饮料，因此仅可在店内自取，不能出售给未成年人。</p>
<p>瑞幸在 2023 年推出了与中国白酒巨头贵州茅台联合品牌的茅台拿铁，但由于该产品的酒精含量低于 0.5% vol，因此不被归类为酒精饮料。</p>
<p>瑞幸上个月报告称，今年第一季度净利润下降了 3.6%，尽管由于加速开店和月活跃客户数量增加，收入增长了 35%。这家总部位于厦门的公司在中国咖啡消费激增的背景下迅速扩张，截至 3 月 31 日，全球运营门店达到 33,596 家。</p>
<p>中国外卖平台之间的长期价格战也在压缩咖啡连锁的利润空间，使得新的收入来源和运营效率变得更加重要。</p>
<p>瑞幸今年早些时候在深圳和上海的部分门店试点推出了多款酒精饮品，使用的酒精包括杜松子酒、梅酒和威士忌，接近公司的行业消息人士告诉第一财经。</p>
<p>这两款新特色饮品在全国范围内的推出源于早期试点销售的良好表现，但它们是否会成为标准产品将取决于销售情况，消息人士表示。</p>
<p>盘古智库高级研究员姜汉表示，瑞幸希望通过这一产品创新最大化店内资源的利用，并提升整体盈利能力。</p>
<p>他指出，现磨咖啡行业已经退出了由市场快速扩张驱动的高增长阶段。竞争正从单纯获取新用户和开设更多门店转向从现有客户中提取更多价值和填补市场及使用空白。</p>
<p>根据广东食品安全保障促进会副会长朱丹鹏的说法，酒精饮料可以为咖啡品牌带来额外的收入增长，但也需要在店内物料准备和员工管理上进行调整。</p>
<p>朱丹鹏警告说，新商业模式应首先在少数门店进行测试，然后逐步扩展，而不是未经仔细验证就大规模复制和推广。</p>
<p>编辑：唐诗华，汤姆·利廷</p>

瑞幸咖啡(ADR)

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<p>瑞幸咖啡在其中国各地的咖啡馆推出了两款特色酒精饮品，旨在在竞争加剧的情况下探索新的增长途径。这些饮品含有杜松子酒和威士忌，属于酒精饮料，仅可在店内自取。尽管收入增长了 35%，瑞幸在 2023 年第一季度报告的净利润却下降了 3.6%。公司正在通过创新产品供应来适应市场变化，这些饮品的成功取决于销售表现</p>

<p>(Yicai) May 18 -- Luckin Coffee has launched two specialty alcoholic drinks at its cafes across China, marking the leading coffee chain’s entry into the “slight buzz” segment as it seeks to tap new sources of growth amid intensifying competition.</p>
<div class="lb-trans"><p>（第一财经）5 月 18 日——瑞幸咖啡在其遍布中国的咖啡馆推出了两款特色酒精饮品，标志着这家领先的咖啡连锁品牌进入 “轻微醉意” 市场，旨在寻求新的增长来源，以应对日益激烈的竞争。</p>
</div><p>Following today’s launch, the two new products were not being sold at every Luckin outlet in Beijing, Yicai found. They taste like fruity coffee beverages with a mild alcoholic aftertaste, and their preparation is more complex than for coffee -- being more akin to mixing cocktails.</p>
<div class="lb-trans"><p>根据第一财经的调查，今天推出的这两款新产品并未在北京的每家瑞幸门店销售。它们的口感类似于水果咖啡饮品，带有淡淡的酒精后味，制作过程比咖啡更复杂，更像是调制鸡尾酒。</p>
</div><p>The drinks contain 15 milliliters of gin and whiskey, respectively, pushing their alcohol content above 0.5 percent vol, according to store staff. Per China’s classification standards, both drinks fall under the category of alcoholic beverages, so they are only available for in-store pickup and cannot be sold to minors.</p>
<div class="lb-trans"><p>根据店员的说法，这些饮品分别含有 15 毫升的杜松子酒和威士忌，使其酒精含量超过 0.5% vol。根据中国的分类标准，这两款饮品都属于酒精饮料，因此仅可在店内自取，不能出售给未成年人。</p>
</div><p>Luckin launched the co-branded Moutai latte with Chinese liquor giant Kweichow Moutai in 2023, but because that product had an alcohol content of less than 0.5 percent vol, it was not classified as an alcoholic beverage.</p>
<div class="lb-trans"><p>瑞幸在 2023 年推出了与中国白酒巨头贵州茅台联合品牌的茅台拿铁，但由于该产品的酒精含量低于 0.5% vol，因此不被归类为酒精饮料。</p>
</div><p>Luckin reported last month that net profit fell 3.6 percent in the first quarter of this year, despite a 35 percent gain in revenue driven by an accelerated store rollout and an increase in the number of monthly active customers. The Xiamen-based company expanded rapidly last year amid booming coffee consumption in China and it operated 33,596 stores globally as of March 31.</p>
<div class="lb-trans"><p>瑞幸上个月报告称，今年第一季度净利润下降了 3.6%，尽管由于加速开店和月活跃客户数量增加，收入增长了 35%。这家总部位于厦门的公司在中国咖啡消费激增的背景下迅速扩张，截至 3 月 31 日，全球运营门店达到 33,596 家。</p>
</div><p>The prolonged price war among Chinese food delivery platforms is also squeezing profit margins at coffee chains, making new revenue streams and operational efficiency more important.</p>
<div class="lb-trans"><p>中国外卖平台之间的长期价格战也在压缩咖啡连锁的利润空间，使得新的收入来源和运营效率变得更加重要。</p>
</div><p>Luckin piloted a variety of alcohol-infused new drinks at selected stores in Shenzhen and Shanghai earlier this year, using spirits including gin, plum wine, and whiskey, industry sources close to the company told Yicai.</p>
<div class="lb-trans"><p>瑞幸今年早些时候在深圳和上海的部分门店试点推出了多款酒精饮品，使用的酒精包括杜松子酒、梅酒和威士忌，接近公司的行业消息人士告诉第一财经。</p>
</div><p>The launch of the two new specialty drinks nationwide stems from solid sales in the earlier trial runs, but whether they will become standard offerings will depend on sales, according to the sources.</p>
<div class="lb-trans"><p>这两款新特色饮品在全国范围内的推出源于早期试点销售的良好表现，但它们是否会成为标准产品将取决于销售情况，消息人士表示。</p>
</div><p>Jiang Han, senior researcher at Pangu Think Tank, said Luckin is hoping this product innovation can maximize in-store resource utilization and boost overall profitability.</p>
<div class="lb-trans"><p>盘古智库高级研究员姜汉表示，瑞幸希望通过这一产品创新最大化店内资源的利用，并提升整体盈利能力。</p>
</div><p>He pointed out that the freshly brewed coffee industry has exited the high-growth phase driven by rapid market expansion. Competition is shifting away from simply acquiring new users and opening more stores and toward extracting more value from existing customers and filling in market and usage gaps, he said.</p>
<div class="lb-trans"><p>他指出，现磨咖啡行业已经退出了由市场快速扩张驱动的高增长阶段。竞争正从单纯获取新用户和开设更多门店转向从现有客户中提取更多价值和填补市场及使用空白。</p>
</div><p>Alcoholic beverages can bring additional revenue growth for coffee brands, but they also require adjustments in store material preparation and staff management, according to Zhu Danpeng, vice president of the Guangdong Food Safety Assurance Promotion Association.</p>
<div class="lb-trans"><p>根据广东食品安全保障促进会副会长朱丹鹏的说法，酒精饮料可以为咖啡品牌带来额外的收入增长，但也需要在店内物料准备和员工管理上进行调整。</p>
</div><p>Zhu cautioned that new business models should be tested in a small number of stores first and expanded gradually, rather than being copied and rolled out en masse without careful validation.</p>
<div class="lb-trans"><p>朱丹鹏警告说，新商业模式应首先在少数门店进行测试，然后逐步扩展，而不是未经仔细验证就大规模复制和推广。</p>
</div><p>Editors: Tang Shihua, Tom Litting</p>
<div class="lb-trans"><p>编辑：唐诗华，汤姆·利廷</p>
</div>

Luckin Coffee Rolls Out Alcoholic Drinks in China to Tap New Growth Drivers

- Luckin Coffee 在中国咖啡店推出两款特色酒饮，进入 “轻微醉感” 市场。  
- 新品在部分北京门店上市，含有 15 毫升的干邑和威士忌，酒精含量超过 0.5%。  
- 公司希望通过产品创新提升整体盈利能力，应对竞争加剧和利润压缩。

瑞幸咖啡在中国推出酒精饮料，旨在寻找新的增长动力