Photo/Weibo of Luckin Coffee

Chinese liquor giant Kweichow Moutai and coffee chain Luckin Coffee jointly launched co-branded "Liquor latte" which is priced at 38 yuan on Sept. 4. And during the first week of its release, a limited edition co-branded sticker will also be available for a limited time.

According to the official Weibo account of Luckin Coffee on September 5, the sales of "Liquor latte" exceeded 5.42 million cups on its first day, with sales revenue surpassing 100 million yuan.

According to media reports, during the one-year anniversary celebration of Moutai Ice Cream, Ding Xiongjun, Chairman of Kweichow Moutai, mentioned that the Company will increase the development of liquor-filled chocolates, alcoholic beverages, bars, soft-serve ice cream, and other products, aiming to establish a product matrix with different types, price ranges, and distinctive features.

In addition to the aforementioned ice cream and coffee, it has been revealed by insiders that Moutai Chocolate is also about to be launched.

Based on this, in the future, Moutai Ice Cream (coffee, chocolate, etc.) may become a unified lineup and a separate business branch of Moutai. This branch will differentiate its products based on different target audiences, offering various price ranges and products to reach out to young consumers.