{"id":13598,"date":"2024-01-31T06:30:14","date_gmt":"2024-01-31T06:30:14","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=13598"},"modified":"2025-04-23T09:02:26","modified_gmt":"2025-04-23T09:02:26","slug":"why-have-luckin-and-moutai-teamed-up-for-a-second-time","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/why-have-luckin-and-moutai-teamed-up-for-a-second-time\/","title":{"rendered":"Why have Luckin and Moutai teamed up for a second time?"},"content":{"rendered":"

Chinese baijiu brand Moutai\u2019s collaboration with Chinese coffee chain Luckin was a blockbuster hit in 2023. But does a second collaboration show that when it comes to co-branding, lightning doesn\u2019t strike twice?<\/h3>\n

In September 2023, Luckin Coffee launched a partnership with Kweichou Moutai<\/a>, one of the world\u2019s largest spirits companies, selling a baijiu-infused latte for RMB 38 (\u00a34.27) per cup (although discounts usually made it around RMB 19). Despite many being sceptical of the coffee\/baijiu mashup, consumers still flocked to Luckin in their millions. According to Luckin, 5.42 million cups of the coffee were sold on the first day of launch, with sales topping RMB 100 million (\u00a311.2 million).<\/p>\n

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Now, Moutai has teamed up with Luckin again, this time launching a coffee-less chocolate drink that tastes \u201cjust like baijiu-filled chocolate\u201d. The collaboration has been created to coincide with the run-up to Lunar New Year, with campaigns featuring Year of the Dragon imagery and slogans like \u201cThe First Cup of the Year of the Dragon\u201d.<\/p>\n

The timing is apt, as Lunar New Year celebrations are often accompanied by copious amounts of baijiu, and consumers will often shell out for a pricier brand like Moutai (500ml bottles of Moutai typically retail for upwards of RMB 1,500 (\u00a3168)) to mark the occasion.<\/p>\n

Yet despite the good timing, the collaboration has failed to drum up the massive interest that the first round attracted. As Dao Insights reported, although the Weibo hashtag \u201cLuckin Moutai collaborate again\u201d (\u745e\u5e78\u8305\u53f0\u518d\u8054\u540d) attracted 50 million views, it only reached number five on the Hot Search list \u2013 the previous collaboration reached the top spot.<\/p>\n