瑞幸、茅台“又牵手了”！将推出“酱香巧克力”，这次还是美酒+咖啡？

格隆汇01-19

1月19日，瑞幸咖啡官方微博发文，宣布将与茅台再度联名。另一边，贵州茅台官微也同步发布宣传海报。上一次，瑞幸和茅台联名推出的“酱香拿铁”引发抢购热潮。这次二者再度携手，能否复刻此前成功？瑞幸茅台再度联手今日，瑞幸咖啡在微博发文：“【倒计时3天】是的，我们有出手了”，并配图“再度联手，越喝越有”的宣传海报。随后，贵州茅台官微也发文表示：“没错，我们又牵手了”。据了解，茅台与瑞幸咖啡将再度联名，或在...

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coffee?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"600519":0.9,"LKNCY":1,"LK":0.9},"content_text":"1月19日，瑞幸咖啡官方微博发文，宣布将与茅台再度联名。另一边，贵州茅台官微也同步发布宣传海报。上一次，瑞幸和茅台联名推出的“酱香拿铁”引发抢购热潮。这次二者再度携手，能否复刻此前成功？瑞幸茅台再度联手今日，瑞幸咖啡在微博发文：“【倒计时3天】是的，我们有出手了”，并配图“再度联手，越喝越有”的宣传海报。随后，贵州茅台官微也发文表示：“没错，我们又牵手了”。据了解，茅台与瑞幸咖啡将再度联名，或在下周一（22日）推出“龙年酱香巧克力”饮品。据瑞幸咖啡工作人员透露，这款饮品并非传统意义上的咖啡饮品。而是“一款热巧克力饮品，里面有巧克力预调液和白酒风味厚奶，厚奶里含有茅台酒，但不含咖啡，”从目前网上流出的制作步骤来看，制作“龙年酱香巧克力”需要加入巧克力预调液6泵90毫升、白酒风味厚奶70毫升，最后加入牛奶至300毫升刻度线。另外，有工作人员表示，该产品定价或与去年推出的“酱香拿铁”差不多。去年9月4日，茅台和瑞幸咖啡首次联名推出“酱香拿铁”，里面使用的同样是白酒风味的厚奶，厚奶中含有53度的贵州茅台酒。零售价为38元/杯，优惠后价格为19元/杯。该饮品上市即爆火。据瑞幸咖啡官方微博数据显示，酱香拿铁单品首日销量突破542万杯，单品首日销售额突破1亿元。在话题热度方面，也赚足了眼球。与“酱香咖啡”相关的话题频繁登上微博、抖音等多个平台的热搜榜。来源：微博2023年是联名的一年回顾来看，在过去的一年里，瑞幸咖啡是当之无愧的“联名狂魔”。据不完全统计，瑞幸全年共联名24次，其中与动漫联名7次，如《猫和老鼠》、《哆啦A梦：大雄与天空的理想乡》、《灌篮高手》等；与名人联名4次，如脱口秀演员何广智、法学讲师罗翔；与品牌联名3次，如贵州茅台、维多利亚的秘密。此外，瑞幸还与五条人乐队推出联名特调，以及和综艺、电竞、音乐节、艺术展分别联名。另一边，贵州茅台也在不断尝试跨界合作。去年7月31日，茅台和中街雪糕合作推出冰淇淋“小巧支”；在9月4日与瑞幸推出“酱香拿铁”后，茅台又和德芙于当月推出酒心巧克力。在去年5月29日举行的茅台冰淇淋周年庆活动上，茅台董事长丁雄军表示，茅台冰淇淋推出一周年，累计销量近1000万杯，已经成长为茅台产业生态中具有代表性的前沿产品。从多次展开联名合作来看，茅台正迫切想打开年轻消费市场。茅台作为中国高端白酒品牌，享有极高的声誉和市场份额。同时，该品牌也面临着消费受众逐渐老龄化的问题。因此，为了吸引年轻消费群体，茅台需要通过与知名品牌、IP进行合作，来建立起更加时尚、个性化的形象，以保持其市场地位和业绩增长。谁更受益？在此前瑞幸和茅台的联名中，哪一方更受益？有机构认为，联名中品牌力较弱的产品更受益。安信国际指出，瑞幸咖啡主打平价性价比咖啡，而茅台酒主攻高端白酒市场，从产品与客户方面考虑，品牌力的差异会刺激客户购买欲望。通常此类联名方式会对联名中品牌力较弱的产品产生较好的推广作用。另外也有机构认为，联名属于强强联合，双方都将从中获益。上海证券表示，瑞幸的主力消费群为35岁以下的年轻人，正与茅台形成互补，战略合作有助双方突破现有用户圈层，拓展消费群体。申万宏源分析，稀缺奢侈品破圈联动日常新消费。短期来看，品牌反差感有效吸引市场关注，激发消费者初次购买欲望，提升产品销量。长期来看，奢侈品通过联名获得大量公众关注，促进年轻群体对品牌形成深刻形象认知，推动品牌触达潜在消费圈层。新消费品牌借助奢侈品影响力实现向上突围，依托奢侈品牌提升单品价格，有望进一步打开产品高端线实现增量空间。","kind":null,"is_publish_news":null,"is_publish_highlight":null,"is_publish_live":null,"is_publish_wemedia":null,"editions":null,"symbols":[],"gpt_button":1},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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