Kweichow Moutai, which once said that the development of peripheral products had come to an end, has new trends. On January 19, the official microblog of Kweichow Moutai released a poster, announcing that it would launch a co branded product again with Ruixing Coffee on January 22, and the article said, "Yes, we are holding hands again".
The posters in Kweichow Moutai have less information, and the package drawing of Maotai Latte with soy sauce takes up the majority of the pictures, with the slogan of "Once again, the more you drink, the more you have". The new product will be launched on January 22, 2024.
The New Beijing News reporter noticed that there are market reports that the new product jointly launched by the two sides is the Dragon Year sauce flavored chocolate drink, and the product pricing may be similar to the sauce flavored latte. On January 19, a reporter from the Beijing News verified this with the relevant person in charge of Kweichow Moutai. The other party said that the new products would be announced at that time, subject to the official information.
On September 4, 2023, Kweichow Moutai and Ruixing Coffee launched the "Soy Sauce Latte", which attracted attention once it was listed. The first day sales exceeded 5.42 million cups, and the first day sales exceeded 100 million yuan.
It is worth noting that at the new product launch event of "Maoxiaoling Alcoholic Heart Chocolate" held on September 16, 2023, Ding Xiongjun, Party Secretary and Chairman of Maotai Group and Party Secretary and Chairman of Maotai Co., Ltd., stated that the development of "+Maotai" peripheral products will come to an end. Now Kweichow Moutai and Ruixing are cooperating again, and what kind of products should be introduced deserves attention.