On January 22, the much-talked-about "Year of the Dragon Sauce Chocolate" drink cooperated by Kweichow Moutai and Luckin Coffee was officially launched, with a preferential price of 18 yuan for a single cup. During the visit, the reporter of the "Reporter Assistant" column group of the New Yellow River noticed that at noon on the same day, the new product listing had not yet exploded on the first day of the listing of "Sauce Latte" on September 4, 2023. However, many consumers choose to place an exclusive package in order to obtain the spokesperson's peripheral cards, and some female consumers collect 4 at a time.
At 10 o'clock in the morning of the 22nd, the New Yellow River reporter came to the Luckin Coffee store near Hero Mountain Road in Shizhong District, which can already buy "Year of the Dragon Sauce Chocolate". The price of a single cup is 38 yuan, and consumers can buy it at a discounted price of 18 yuan. Unlike the sauce latte, this collaboration is a sauce chocolate flavored drink that does not contain coffee. Judging from the packaging of the product, the "Year of the Dragon Sauce Chocolate" still uses a cup printed with the words "Sauce Latte", and does not highlight the element of "Sauce Chocolate". In this regard, the store sales staff explained: "Because both products are sauce series, the packaging is the same. ”
It is worth noting that compared with the hot scene when the sauce latte was launched before, the "Year of the Dragon Sauce Chocolate" seems to be a bit "low-key", and until around 12 noon, there has not been a long queue of consumers to buy in the store. The store sales staff told reporters: "You can pick up the meal in about ten minutes after placing an order." Some consumers who have purchased the new product have reported that the taste of this co-branded new product is "sweeter", and compared with the sauce latte, the taste of the sauce wine is lighter, and "the chocolate is a bit of a show-stealing show".
Unlike the first day of the launch of the "Sauce Latte", there were also gifts such as stickers, Luckin did not prepare an exclusive event for the "Year of the Dragon Sauce Chocolate". This issue of Luckin Coffee is an exclusive package for the spokesperson, and the "Year of the Dragon Sauce Chocolate" is just an optional drink in the package, and the gift is a small card for the brand's spokesperson. According to reports, the new products launched together with "Sauce Chocolate" include "Chinese New Year Red Dragon Latte" and so on.
During the lunch rush hour, there are five or six shoppers waiting in front of the store to pick up their food, all of whom are young women, most of whom choose to buy a spokesperson-exclusive set meal. "I didn't try 'Sauce Chocolate', I was worried that it would be too tired, so I chose other new products. This 'Geisha Latte' should also be a new product, and it was just launched on the mini program yesterday. One of the customers said that he bought two sets of "3 cups of sharing" exclusive packages and collected 4 small cards of spokesperson Yi Yang Qianxi.
As another cross-border cooperation product between Moutai and Luckin, "Year of the Dragon Sauce Chocolate" has undoubtedly attracted the attention of many consumers. But according to the current point of view, this product has not detonated the market like the previous sauce latte. Some industry analysts believe that the audience of domestic chocolate drinks is relatively small compared to coffee, so it is reasonable that the first day of the new product launch did not reproduce the explosion of "sauce latte".
Reporter: Zhao Shanshan Photographer: Zhao Shanshan Proofreader: Dong Ping Editor: Liu Meimei