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Moutai and Luckin cause a stir with unexpected collaboration

daoinsights.com · 312 words · saved by 1 readers

Luckin Coffee, best known for its low prices and hyper convenient collection service, is upgrading its brand image by collaborating with Moutai Kweichow, one of China’s top liquor brands. According to unofficial images of the campaign circulating on social media, the exclusive co-branded “liquor latte” is set to drop on September 4. Given the ongoing price war being waged in China’s coffee market, which has seen the average price of a cup of coffee plummet to 9.9 RMB (1.4 USD), consumers are curious as to how the campaign will strike the balance between premiumisation and remaining competitive. The campaign has prompted jokes about the potential outcome of combining coffee and alcohol in one product, with remarks like “drunk and alert at the same time” and “can I drive a car after drinking this?” filling comments sections under relevant posts on Xiaohongshu and Weibo. Netizens also joked about Luckin’s penchant for boundary-pushing collaborations, coming up with their own predictions

Luckin Coffee, best known for its low prices and hyper convenient collection service, is upgrading its brand image by collaborating with Moutai Kweichow, one of China’s top liquor brands. According to unofficial images of the campaign circulating on social media, the exclusive co-branded “liquor latte” is set to drop on September 4. Given the ongoing price war being waged in China’s coffee market, which has seen the average price of a cup of coffee plummet to 9.9 RMB (1.4 USD), consumers are curious as to how the campaign will strike the balance between premiumisation and remaining competitive

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