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Maotai halts its collabs – a lesson in retaining a luxury brand identity

daoinsights.com · 952 words · saved by 1 readers

While the buzz surrounding the crossovers between Maotai-Luckin and the subsequent Maotai-Dove are still up in the air, the Chinese liquor giant has taken the decision to halt its collaborative marketing efforts. The announcement came in tandem after Maotai unveiled a new co-branded, wine-filled chocolate with American sweet treat maker Dove on 16 September. The decision has been interpreted by some as “quit while you are ahead”, referring to the immediate hit created by those new drops earlier this month. While the co-branded “liquor latte” with Chinese coffee chain Luckin clocked record daily sales of over 5 million cups, generating 100 million RMB (13.69 million USD) in revenue, another buying frenzy soon followed as Maotai struck while the iron was hot, which saw the Maotai-Dove, wine-filled chocolate snapped up upon its release. The co-branded “liquor latte” clocked record daily sales of over 5 million cups, generating 100 million RMB in revenue. On the surface, such a collaborati

Maotai’s marketing momentum While the buzz surrounding the crossovers between Maotai-Luckin and the subsequent Maotai-Dove are still up in the air, the Chinese liquor giant has taken the decision to halt its collaborative marketing efforts . The announcement came in tandem after Maotai unveiled a new co-branded, wine-filled chocolate with American sweet treat maker Dove on 16 September. The decision has been interpreted by some as “quit while you are ahead”, referring to the immediate hit created by those new drops earlier this month. While the co-branded “liquor latte” with Chinese coffee cha

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