Luckin Coffee and Moutai "join hands", "Moutai coffee" sparks discussion
On September 4th, Luckin Coffee announced a strategic partnership with Guizhou Moutai, and the jointly launched "Moutai coffee" was simultaneously listed in stores nationwide. The strong alliance of two national brands quickly attracted attention and discussion.
According to Luckin Coffee, this "Moutai coffee" uses IIAC gold award coffee beans
as raw materials, uses thick milk with white wine flavor, and contains 53-degree Guizhou Moutai liquor. The alcohol content is less than 0.5%, but it is not recommended for minors, pregnant women, drivers, and those allergic to alcohol.
From the consumer's point of view, many people say that this coffee
is "popular and well-received". "I can taste the sauce fragrance, which is very suitable for people like me who want to try drinking alcohol but are alcohol intolerant." Ms. Peng, a citizen, tried it and was immediately attracted. The price of 19.9 yuan per cup with a coupon is also "completely acceptable". However, some consumers also feel that it is somewhat strange and bluntly say "it's hard to drink".
Although the comments are mixed, the old liquor company Maotai has indeed "stood out" again through this joint marketing. It is reported that Luckin Coffee is also the first Chinese chain restaurant brand to reach a strategic partnership with Guizhou Moutai. According to Luckin Coffee's chairman and CEO Guo Jinyi, after multiple rounds of rigorous product taste testing and optimization adjustments, the two teams finally came up with the Moutai coffee today.
Why did Moutai choose to cooperate with Luckin Coffee instead of Starbucks? In the view of food industry analyst Zhu Danpeng, Moutai and Luckin are the strong cooperation of two national brands. "This cooperation accelerates the rejuvenation of the Moutai brand and makes its product matrix more rich and reasonable. For Luckin Coffee, being able to form an alliance with Moutai can greatly enhance its comprehensive strength and brand tone in the entire coffee industry." Zhu Danpeng said.