September 4, 2023, Beijing – Imagine a blend of coffee and a legendary Chinese spirit, Kweichow Moutai, coming together to create a sensation that’s sending taste buds on a wild ride. That’s precisely what happened when Luckin Coffee, the famed Chinese coffee chain, teamed up with the esteemed Kweichow Moutai to craft something truly extraordinary.
Let’s see how this interesting collaboration stirred Chinese consumers in recent days.
Need a cost effective TP (Tmall Partner) to sell in China?
We are an Official Tmall Partner e-commerce Agency. Our Services: E-Commerce, Search Engine Optimization, Advertising, Weibo, WeChat, WeChat Store & PR.
What’s All The Fuss About? Luckin Coffee & Moutai Beverage
On that fateful day, more than 5.42 million cups of their innovative baijiu-infused latte took the Chinese coffee scene by storm.
This unique concoction, with an alcohol content of less than 0.5%, became an instant sensation.
The excitement was so contagious that it lit up Weibo, China’s social media hub, with users sharing their experiences and placing orders faster than you can say “latte.”
Videos flooded social media platforms as Chinese coffee lovers proudly displayed their cups of this distinct brew.
Sales staff had one crucial message for these lucky customers: “No driving after this latte!” It’s a party in a cup, but safety first!
To make this deal even sweeter, Luckin Coffee introduced the Moutai-infused latte at an irresistible opening day price of just RMB 19 ($2.60), aligning with their strategy of winning hearts through discounts. Going forward, this extraordinary concoction will be priced at RMB 38 ($5.23). And just like that, by Monday afternoon in bustling Beijing and Shanghai, the Luckin app had a sobering message—sold out at several stores.
This new beverage left previous limited-edition offerings in its frothy wake. The cheese latte, for instance, managed to sell 1.31 million cups on its debut, and the coconut cloud latte moved 660,000 cups on its first day. But the Moutai-infused latte was in a league of its own, setting records and captivating coffee aficionados across China.
Moutai: More Than a Spirit, It’s a Culture
Kweichow Moutai isn’t just a spirit; it’s the embodiment of China’s rich culture and tradition. With a history dating back to the 17th century, Moutai is a testament to timelessness. Produced by the state-owned Kweichow Moutai Company since 1999, this iconic Chinese spirit reached unprecedented heights in 2022 when it was crowned China’s most valuable brand, worth a staggering RMB 1 trillion ($145.2 billion). That’s billion with a “B”!
Moutai’s allure isn’t confined to its liquid form; it’s a taste of China’s rich history, a symbol of resilience, and a nod to enduring traditions. It represents the fusion of the old and the new, where tradition meets innovation, creating a product that pays homage to China’s past while boldly embracing the future.
Luckin Coffee’s Premium Leap
The partnership between Luckin Coffee and Kweichow Moutai signifies a move toward a more premium experience for the value-focused coffee chain. Their standard latte, typically priced at RMB 19 ($2.60), now has a sophisticated companion that’s taken the nation by storm. The Moutai latte has become a social media sensation, connecting with a new generation of Chinese coffee enthusiasts.
Luckin Coffee’s Financial Espresso Shot
In the financial arena, Luckin Coffee has brewed up something impressive. By August 2023, they reported an astounding 88% year-on-year growth in second-quarter sales, rocketing RMB 6.2 billion ($855 million). They didn’t stop there; their GAAP operating income reached an impressive RMB 1.1 billion ($161 million).
Conclusion: When Greatness Collaborates
The partnership between Kweichow Moutai and Luckin Coffee embodies the trend of established brands joining forces to conquer new markets and demographics. With the Moutai-infused latte making waves in the Chinese beverage scene, it’s crystal clear that innovative partnerships can yield spectacular results. It’s more than a drink; it’s a cultural fusion that has awakened the taste buds and ignited the spirit of China. Cheers to the power of collaboration!