Coffee Meets Baijiu: Luckin Coffee x Moutai Collab Goes Viral

Luckin Coffee x Kweichow Moutai Collaboration

Ogilvy Taipei & Xiamen

Popular coffee chain Luckin Coffee has teamed up with premium liquor brand Kweichow Moutai to launch a limited-edition baijiu-flavored latte, which quickly became an instant hit both online and offline in China.

With an alcohol content that goes up to 53%, the high-end liquor is typically consumed during important gatherings and business banquets. The new co-branded drink, launched across Luckin Coffee’s 10,000+ outlets on September 4th, is made with a thick layer of baijiu-infused milk, bringing the latte’s ABV (alcohol by volume) to just 0.5%.

Ogilvy’s Taipei and Xiamen offices led the production and delivery of the campaign’s product and social films, also working closely with Luckin Coffee to elaborate the overall communication plan around this unique collaboration.

Within hours of launching, the new Moutai Latte took Chinese social media by storm, becoming the most discussed topic on Weibo and also selling out in multiple Luckin Coffee locations in Beijing and Shanghai.