Luckin Coffee and Moutai Jointly Launch the “Dragon Year Sauce Fragrance Chocolate”

On January 22nd, Luckin Coffee officially launched the joint product “Dragon Year Sauce Fragrance Chocolate” in collaboration with Kweichow Moutai. According to the ordering mini-program of Luckin Coffee, this product is priced at a discounted rate of 18 yuan (approximatly ＄2.5) per cup. The product information indicates that the main ingredients of “Dragon Year Sauce Fragrance Chocolate” are pure milk, white wine-flavored thick milk (a dairy beverage), and rich cocoa-flavored solid beverage.

According to the understanding, each cup of “Dragon Year Sauce Fragrance Chocolate” contains Moutai liquor from Kweichow Moutai, but does not contain coffee.

“Dragon Year Sauce Fragrance Chocolate” is a co-branded product launched by Luckin Coffee and Kweichow Moutai for the second time. In September 2023, Luckin Coffee and Kweichow Moutai jointly released the “Sauce Fragrance Latte” for the first time. At the Moutai Group Market Work Conference held on December 30, 2023, Wang Xiaowei, Deputy General Manager of Moutai Group, stated that sales of “Sauce Fragrance Latte” in 2023 reached approximately 40 million cups. On its debut day, Luckin Coffee announced that sales of “Sauce Fragrance Latte” exceeded 5.42 million cups with revenue surpassing RMB 100 million (approximatly ＄14 million).

SEE ALSO: Luckin Coffee and Moutai Jointly Launch the “Sauce Fragrance Latte”