Kweichow Moutai and Luckin Coffee tease second collab ahead of CNY

Kweichow Moutai and Luckin Coffee have teased their new collaboration on a limited-edition chocolate-flavoured Moutai latte this Lunar New Year.

According to Luckin’s Weibo, every cup of chocolate-flavoured Moutai latte contains Moutai, which contains an alcohol level of 53, and is served in a packaging featuring a dragon, symbolising good luck in the Year of the Dragon. 

The idea behind the new product came from Kweichow Moutai’s previous partnership with chocolate brand Dove, a brand of Mars, to release a new set of alcoholic-infused chocolates last September as part of its efforts to reposition the brand and tap into a younger audience.

Meanwhile, Kweichow Moutai also shared details of a lucky draw on its Weibo, consumers have a chance to win attractive prizes when they purchase a cup of the limited edition product.

A check by MARKETING-INTERACTIVE saw the new collab garner over 1332 likes and 1161 comments, with many saying they look forward to drinking the new product and some were surprised by the taste of the new product.

MARKETING-INTERACTIVE has reached out to Luckin Coffee and Moutai for more information.

Don't miss: The Moutai frenzy: Is co-branding a gimmick or strategy for brands to reach new audiences?

The Moutai frenzy first appeared last September, when the alcohol brand partnered with Luckin Coffee for the first time to introduce Moutai latte, followed by a collaborative chocolate product by Moutai and Dove.

The Moutai X Dove partnership came with the tagline “A place where the heart is intoxicated and where the lifelong anticipation is placed”, the collaboration also represents the full integration of the diverse food cultures of the East and the West, bringing consumers a new culinary excitement.

Kweichow Moutai’s chairman Ding Xiongjun said at the launch event that the collaboration between Moutai and Mars is a beautiful combination of double "M", a brand alliance of "Chinese time-honoured brand plus internationally renowned brand", hoping to create twice the "beautiful" products and bring twice the consumption experience and quality to consumers.

"If Moutai wants to stay young and enhance the vitality of the enterprise, it must embrace the younger generation, adhere to internationalisation, and promote Chinese brands and Chinese culture," he said.

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