The reason why the sauce latte is so popular is that people are extremely interested in the co-branding of these two cross-border products.

In fact, everyone is familiar with liquor, and even more so with coffee. There are various coffee shops everywhere in the streets and alleys. Everyone has different coffee flavors such as latte, cappuccino, macchiato, etc. Very familiar. Coffee, like liquor, becomes more fragrant the longer it is stored, so there are few new products on these two drinks, lacking freshness, and young people are even more tired of them.

The sauce-flavored latte seizes the pain points of this industry and uses the form of liquor and coffee to refresh customers. The taste has never been drunk before, triggering a sense of freshness and making people want to go. Have a taste.

Everyone is familiar with Moutai. It is a representative of domestic high-end liquor. A bottle of Feitian is very expensive and full of mystery. Many young people have never tasted its taste and are full of doubts about it. curiosity. Moutai and Luckin Coffee jointly launched a sauce latte, with Moutai added to the coffee. This combination aroused enough curiosity among consumers.

The effect of the co-branding of Maotai-flavored latte

The co-branding of Ruixing and Moutai, Maotai-flavored wine + coffee itself has many points that can be discussed, such as the taste of the joint product, coffee +The feasibility of alcoholic beverages, whether it is okay to drive after drinking, etc., can trigger everyone’s discussion.

Liquor + coffee has its own topic. The product itself has communication power, attention, and novelty, giving people a desire to find out, and triggering spontaneous spread in the media and the community. Related topics immediately sparked heated discussions on social media such as WeChat, Weibo, and Xiaohongshu.

Analysis of the joint branding between Moutai and Luckin. As a century-old high-end Maotai-flavor liquor brand, Moutai’s consumer groups are mostly relatively older high-end people, while the consumer groups of Luckin Coffee are mostly young consumers. , once the co-branded "Soy Sauce Latte" was launched, it attracted attention and discussion among young people. In communities where young people gather, many users can also see spontaneous photos and promotions, thus successfully breaking the clique culture.

Moutai trademark and Luckin Coffee trademark, many people spontaneously forwarded these two seemingly impossible combinations. They thought it was a joke, but unexpectedly it turned out to be a real brand planning. Invisibly, the communication effect expected by the brand was achieved.