Introduction:What happens when coffee meets baijiu? The酱香拿铁 (Sauce-Aroma Latte) co-branded by Luckin Coffee and Kweichow Moutai sold 5.42 million cups on its first day, setting a single-product sales record with over 100 million yuan in revenue. This cross-industry collaboration not only sparked widespread online discussion but also drew consumer attention to innovative coffee flavors. This article will delve into the backstory of this phenomenon-level beverage, its market response, and key details consumers should know.
In the first week of September this year, the coffee industry witnessed an unprecedented cross-industry storm. The 酱香拿铁 jointly launched by Luckin Coffee and Guizhou Moutai sold 5.42 million cups on the first day, generating over 100 million yuan in sales, quickly becoming a hot topic on social media. This beverage, blending coffee and baijiu flavors, not only broke sales records in a short time but also triggered extensive market discussion and consumer curiosity.
Upon its launch, the product quickly topped the trending charts on social platforms such as Weibo and Douyin. Related topics like “酱香拿铁,” “young people’s first cup of Moutai,” and “Luckin releases raw material production video” repeatedly trended on Weibo, with “Luckin responds: can you drive after drinking the Moutai collab coffee?” and “酱香拿铁 sells 5.42 million cups in one day” ranking first and second on the hot search list, respectively. These discussions not only reflect consumers’ immense interest in this new product but also reveal the market’s high attention to coffee innovation trends.
However, behind the product’s huge popularity, some unexpected incidents occurred. According to reports, a man in Hubei became angry after being dissatisfied with the shape of the cream on his 酱香拿铁 and smashed several cups outside the store. Although store staff explained that the customer was unhappy with the appearance of the cream and waiting time, and that the store was handling a high volume of orders at the time, the act still sparked heated online discussion. Most netizens felt that regardless of the reason, such extreme behavior in public is inappropriate, with some pointing out that concerns should be expressed rationally rather than through destruction.
So, what makes this nationwide trending 酱香拿铁 so special? According to reliable supply chain sources, the baijiu-flavored thick milk used by Luckin is produced by Ningxia CEC Dairy, which does contain Moutai liquor—though the exact percentage remains undisclosed due to commercial confidentiality. Notably, the Moutai liquor was procured and supplied by Luckin, while Moutai is also responsible for recycling the used bottles. This detail not only demonstrates the brand’s emphasis on product quality but also reflects the meticulous management involved in this cross-industry collaboration.
Regarding the inclusion of Moutai liquor, Moutai officials have explicitly stated that although Moutai-themed coffee already exists in the market, adding Moutai to beverages without authorization and promoting it as a selling point constitutes an infringement. Ding Xiongjun, Chairman of the Moutai Group, previously revealed that the group plans to develop diversified products, including liquor-filled chocolates, alcoholic beverages, sticks, and soft ice, to meet the needs of different consumer groups. These moves show that Moutai is actively expanding into the younger consumer market by innovating products to appeal to a new generation.
The success of the 酱香拿铁 is largely due to the unique experience it offers many young people: their “first taste of Moutai.” For consumers not accustomed to baijiu, this product—blending coffee with 53-degree Moutai—retains the richness of coffee while introducing the distinctive sauce aroma of Moutai, creating an entirely new flavor experience. Many customers have shared their reactions on social media, moving from surprise to acceptance to fondness, as this beverage gradually becomes a new pop culture icon.
Faced with a sudden surge in orders, Luckin quickly responded by giving thank-you red envelopes to all on-duty baristas (both full-time and part-time), recognizing the team’s hard work. This move not only boosted employee morale but also reignited public interest in brand management. In the realm of innovative beverages, the 酱香拿铁—containing 53-degree Guizhou Moutai—may become a unique memory point of our era.
This cross-industry collaboration offers many insights: how to balance tradition and innovation? How to achieve market breakthroughs while protecting brand value? For consumers, beyond enjoying the flavor experience, it’s also worth reflecting on the business logic and marketing strategies behind such collaborations. Will Luckin partner with more well-known brands in similar ways in the future? And how will the upcoming Moutai liquor-filled chocolates be received by the market? These questions are all worth our continued attention.
The above content is compiled by CoffeeHunters, a coffee news website.
