When did Ruixing Maotai jointly sign?

Ruixing Maotai jointly signed a contract on September 4, 2023.

On September 4, 2023, Luckin Coffee and Kweichow Moutai launched the joint coffee "Sauce Latte" officially listed. It is reported that this new product will be sold in all Ruixing coffee shops in China. The joint materials have obvious Maotai style, and are marked with slogans such as "China people's first cup of Maotai-flavor latte" and "I love this cup of good wine and good coffee".

As soon as this news came out, it quickly aroused strong onlookers and comments from netizens: "After drinking this cup, I can go to Class B, C and A", "Is the sauce-flavored latte sober up or drunk after drinking" and "I'm going to make two cups". Many netizens took this opportunity to ridicule Ice City: "Dear Xue, when you read this letter, my worth has doubled-I miss you."

Maotai entered the coffee industry.

As early as last year, Maotai announced its entry into the coffee industry. In June this year, Hongcan.com visited the Guangzhou flagship store of Maotai ice cream, which launched a series of coffee products. The shop assistant told Hongcan. This shop started selling coffee as early as the second half of last year. At present, there are 12 coffee drinks in the store. There is about 1.8ml Moutai in a cup of coffee, and the "gross content" in an ice cream snowball is 2%.

In terms of coffee price, the overall price range of coffee products in the store is 28-42 yuan, and the lowest price is American "Sweet Juice and Jade Liquid", which costs a cup in 28 yuan. The price of latte series is generally high, and the average price is about 4 1 yuan. "If the taste of the wine is not enough, consumers can pay 12 yuan and add 2 ml of Moutai." The clerk said.