The heat of sauce latte has not dissipated yet, Moutai has officially announced its cooperation with Dove. Nowadays, Moutai’s cross-border co-branding method has become familiar and has formed a reusable routine: “Choose cooperation partners – bury marketing topics – create public suspense – announce the joint results – drop a blockbuster.”

At present, it seems that Moutai has mastered this model and can successfully HE Tuber attract the attention of the industry and consumers and achieve excellent joint branding effects. For example, the Maotai-flavored latte launched in conjunction with Luckin Coffee, before its launch, the news of the cooperation broke out on social networks and Moments, whetting the public's appetite. On the day the new product was officially launched, 5.42 million cups were sold, achieving sales of 100 million yuan, setting a new record for a single product of Luckin Coffee.

By comparison, raw coconut latte is Luckin's first S+ single product. In June 2021, it set a record of sales of more than 10 million cups in a single month, driving Luckin to achieve positive profits at the operating level for the first time, allowing the company in crisis Luckin turned around after a battle.

This time Moutai and Dove joined hands and also reused this gameplay:

At 8 p.m. on September 13, Kweichow Moutai’s official Weibo posted: “Kweichow Moutai The onlookers were so enthusiastic about eating melons that they speculated whether Moutai was going to have trouble with Dove, because Dove chocolate’s slogan “Enjoy silky smoothness” is a household name.

At 10 o'clock in the morning on September 14, Kweichow Moutai's official Weibo and Dofuyue posted on Weibo almost at the same time: "It's official! No more hiding, wine-filled chocolate, see you on September 16." The suspense that had been laid in advance was revealed, It looks like a celebrity couple making their relationship public. The topic "Maotai and Dove officially announced" quickly became a hot search topic, and various memes similar to "Maotai scumbag" also spread across the Internet.

At that time, Tang Chen also joked in the circle of friends: "Moutai has become an additive. Selling additives will definitely make more money than selling wine." These objectively boosted the discussion on cooperation between the two parties.

Judging from the current public information, the liqueur chocolate co-branded by Dove and Moutai uses the Mao Xiaoling brand. It is understood that Mao Xiaoling is one of the "Maotai+" food brands. The raw materials are 100% imported cocoa from golden producing areas, and 2% 53%vol Kweichow Moutai is added.

Together with the ice cream products previously created by Moutai and Mengniu, Moutai's three-piece youth set: ice cream, sauce latte, and wine-filled chocolate has officially taken shape. It is worth mentioning that although the price of Moutai ice cream is relatively high, the sales volume after its launch is also very gratifying. Taking online channels as an example, just 51 minutes after the "i Maotai" App was launched for sale, all Moutai ice creams were sold out, with the sales volume exceeding 40,000 units and the sales amount reaching more than 2.5 million yuan.