Luckin Coffee: Moutai-flavored Latte breaks sales record with more than 5.42 mn cups sold in single day

Kweichow Moutai and coffee company Luckin Coffee on Monday (Sept. 4) introduced a Latte in China that was promoted as having the fiery Chinese spirit of baijiu in an effort to attract younger consumers.

Luckin Coffee's official Weibo account announced today (Sept. 5) that the Maotai-flavored Latte single product sold over 5.42 million cups on its first day, generating over 100 million yuan sales record.

Luckin Coffee recently launched the Maotai-flavored Latte product as part of a strategic collaboration with Kweichow Moutai. The retail price is 38 yuan per cup, but with relevant coupons, the expected final price is reduced to 19 yuan per cup. The Maotai-flavored Latte quickly became a hotspot on Weibo yesterday as it soared up the trending list.

Chinese social media users shared footage of themselves picking up glasses of the beverage and receiving advice from sales employees not to drive after consuming it. Luckin's app revealed on Monday afternoon in Beijing and Shanghai that the beverage had run out in multiple locations.

Kweichow Moutai Co., Ltd. is an enterprise in China specializing in the production and sales of the spirit Maotai baijiu, together with the production and sale of beverages, food, and packaging material. As of 2021, it is the largest beverage company in the world and China's most valuable non-technology company. In 2022, Kweichow Moutai overtook Tencent as China's largest company by market capitalization.