NEWS
MOUTAI & LUCKIN COLLABORATED AGAIN TO LAUNCH LIQUOR CHOCOLATE DRINK
By Tony Zhu
22-1-2024
Source: Luckin Coffee
Leading Chinese baijiu maker Kweichow Moutai collaborated with coffee chain Luckin Coffee again to launch a baijiu-infused chocolate drink, to mark the arrival of the Year of the Dragon next month.
Luckin Coffee said the alcoholic chocolate drink is made of imported cocoa powders and thick milk and contains Kweichow Moutai baijiu which has a 53 percent ABV.
The drink is priced at RMB38 (USD5.3), discounted to RMB18 today on first day of sales.
This is the second co-branded product launched by Luckin jointly with Kweichow Moutai, last September they released a baijiu-infused latte which enjoyed huge success and was said to have sold more than 5 million cups worth over RMB100 million on its debut day.
Despite being the leading baijiu brand in China, Kweichow Moutai has focused on wooing young consumers in recent years in order to stay relevant.
Also in last September, the company launched a baijiu-infused chocolate in collaboration with Mars-owned Dove. The co-branded chocolate contains 2 percent alcohol and was priced at RMB78.
The company’s first ever such effort was their baijiu-infused ice cream range launched in June 2022, the alcoholic ice creams are also a great success and are now available in designated Kweichow Moutai outlets all over China.
(the writer can be contacted at: info@thewinechronicle.com)
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