The Moutai Sauce Latte is a recent drink co-branded by Rising Coffee and Guizhou Moutai.
This terrier refers to the coffee brand Ruixing and the well-known liquor brand Moutai cross-border linkage, the coffee into a little Moutai launched soy sauce latte this drink; the entire drink contains a very low amount of alcohol, in a careful tasting when there is still a little bit of wine flavor, and even the official out of the statement to drink the best not to drive.
This drink, with its unique flavor and fantastic linkage, has triggered a wave of netizens' hunting and tasting experience in online stores, but the taste is mixed; we even compared it with Starbucks, saying why not with Starbucks co-branding, because drinking Starbucks is to be driven, and drinking Ruixiang's subway is not afraid of checking the DUI flirtation.
"Soy latte" popularity analysis:
"Soy latte" popularity, in fact, is not unexpected. Ruixing has launched a number of explosive, latte series is one of them; as for Maotai itself comes with the topic of degree, the king of the liquor field, this "wine with coffee" attempt to break the traditional perception of coffee flavors, so it is easy to attract consumers to taste, in the social media to produce fission type of dissemination effect.
Maybe many people are curious, like Ruixing after all, good at marketing, cross-border cooperation can bring traffic and sales, but Moutai, such a liquor brand is not worried about selling, the market price is much higher than its guide price, why also and Ruixing cooperation marketing, in fact, the action of the co-branding cooperation, but also reflects the market anxiety of the traditional liquor enterprises.
Despite the long history of drinking culture, it is an undisputed fact that with the iteration of liquor and tea brands, consumer choices are becoming more and more diversified. Coupled with rising health concerns, more and more of the new generation of young people are losing interest in liquor and becoming fatigued with the drinking culture.
Products like Moutai have firmly captured the hearts and minds of consumers, but it is still geared mainly toward middle-aged consumers. If you want to attract more young consumers, enhance the consumer stickiness of this group, and expand market share, cooperative marketing with those youthful Netflix brands is naturally a good choice.