Luckin Coffee, China’s largest coffee chain, is partnering with Kweichow Moutai this Lunar New Year to unveil a new limited-edition chocolate-flavored Moutai latte.
Launched on January 22, each cup of this new beverage contains Moutai, a spirit with 53% alcohol content. However, it has been formulated to be safe for all consumers with less than 0.5% overall alcohol content. The chocolate-infused Moutai latte is served over ice, priced at RMB 38 per cup, and presented in packaging adorned with a dragon, symbolizing good fortune in 2024—the Year of the Dragon.
In conjunction with the product launch, both companies are running promotional campaigns. Kweichow Moutai has outlined details of a lucky draw on its Weibo, offering consumers the chance to win various prizes with each purchase of the limited-edition drink. Meanwhile, from January 22 to February 18, Luckin Coffee is distributing 100,000 complimentary drinks and retailing exclusive merchandise, including hand-drip coffee sets and tumblers.
The concept of the Moutai latte builds upon the successful collaboration between Dove, a brand under American confectionery maker Mars, and Kweichow Moutai. In September last year, the two entities partnered to introduce a range of alcohol-infused chocolates, aligning with Kweichow Moutai’s strategy to enhance its brand image and appeal to a younger demographic.
This also marks the second collaboration between Luckin and Kweichow Moutai, following a highly successful venture in September 2023. Coinciding with Kweichow Moutai’s collaboration with Dove, Luckin introduced an alcohol-infused “sauce-flavored latte” developed in partnership with Kweichow Moutai.
The sauce-flavored latte emerged as one of Luckin’s primary revenue generators in the past year, gaining widespread popularity among domestic consumers. The product achieved significant daily sales, surpassing 5.4 million cups at its peak.
Inspired by this success, other coffee chains also embraced the trend, launching their own iterations of alcohol-infused beverages.
For instance, Manner Coffee collaborated with Jim Beam to create a new product series fusing coffee with whiskey and lemon. Similarly, Peet’s Coffee partnered with Hope & Sesame to blend classic liquors such as Benedictine, Moonshine, and rose vodka with coffee, resulting in inventive concoctions like a cocoa espresso martini.