The cooperation between Luckin Coffee and Maotai Group was officially launched on September 4th, and a "Maotai-flavor latte" coffee with Moutai was launched. This coffee has been sought after since its launch, but it is also accompanied by doubts. Luckin Coffee reached a strategic cooperation with Maotai Group, and held the launching ceremony in the store of Ruixingdi 10000. Buy more than two cups and send a joint sticker. This coffee is characterized by adding 53-degree Kweichow Moutai to the thick milk.

After the product was launched, it quickly rushed to the hot search list and became a hot spot in the market. On the first day of the launch, there was a phenomenon of "explosion". Netizens said that the waiting time for delivery began in 2 hours, and offline stores were more crowded. According to the report disclosed by Ruixing official on the morning of September 5th, the first-day sales of sauce-flavored latte products exceeded 5.42 million cups, setting a new record for single products.

Reasons for the popularity of Ruixing sauce-flavored latte

1, from the brand point of view, join hands. On the one hand, it is a well-known liquor brand in China and even in the world; on the other hand, it is the first chain coffee brand in China, with more than 10000 stores. Even if it is only a unilateral cross-border, it will attract onlookers.

2. From the perspective of cross-border differences and topicality, huge differences bring countless imaginary topics. When coffee meets liquor, some people drink product creativity, some people drink cultural blending, and some people drink romance. When Ruixing meets Maotai, the difference of brand tonality is so obvious that the impact is more likely to lead to topics and discussions.

3. The main audience is young people. If you win young people, you will win traffic. Urban young people who love sharing and early adopters are Ruixing's biggest user portraits, and "Young people's first bite of Maotai" has also become a hot spot for the spread of this Maotai latte.