“Sauce-flavored Latte” – Joint promotion of Luckin Coffee and Kweichow Moutai |GreatCase100

This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Tian Ji, who provided information and insights for this video. This case discusses how Luckin Coffee and liquor brand Kweichow Moutai collaborated on a co-branded "Sauce-flavored Latte" promotion that leveraged both brands' influence to target young consumers with innovative flavors. The campaign generated extensive social media buzz and discussion, and the product saw tremendous sales success. The partnership allowed Luckin Coffee to expand its brand appeal and Moutai to reach a younger demographic, demonstrating the power of cross-industry co-branding.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝田吉為本視頻提供信息和見解。本案例討論了瑞幸咖啡和酒類品牌貴州茅臺如何合作推出的聯合品牌“醬香拿鐵”促銷活動，利用兩個品牌的影響力，以創新口味瞄準年輕消費者。該活動引起了社交媒體的廣泛關注和討論，產品銷售取得了巨大的成功。此次合作使瑞幸咖啡擴大了品牌吸引力，茅臺也接觸到了更年輕的人群，展示了跨行業聯合品牌的力量。