4月28日，瑞幸即享咖啡正式推出全新瓶装即饮咖啡，同步官宣王一博为瑞幸即享咖啡全球品牌代言人。首批上市生椰拿铁、经典美式、柚C美式三款口味，陆续上架全国各地商超及便利店，零售价约6-7元。此次瓶装咖啡上市与一线明星代言双重布局，标志着瑞幸"全品类、多元化、全场景"战略实现关键性跨越，同时将门店现制饮品的品质优势延伸至零售领域，或将在即饮赛道树立新的价值标杆。作为2024年7月焕
4月28日，瑞幸即享咖啡正式推出全新瓶装即饮咖啡，同步官宣王一博为瑞幸即享咖啡全球品牌代言人。首批上市生椰拿铁、经典美式、柚C美式三款口味，陆续上架全国各地商超及便利店，零售价约6-7元。此次瓶装咖啡上市与一线明星代言双重布局，标志着瑞幸"全品类、多元化、全场景"战略实现关键性跨越，同时将门店现制饮品的品质优势延伸至零售领域，或将在即饮赛道树立新的价值标杆。
作为2024年7月焕新推出的预包装咖啡品牌，瑞幸即享咖啡以"随时随地，即享好咖啡"为品牌slogan，产品涵盖咖啡液、瓶装即饮咖啡、即溶咖啡、咖啡豆、胶囊咖啡、挂耳咖啡等，旨在满足消费者居家、办公、出行等多场景下的高品质咖啡需求。作为"全场景咖啡战略"的重要组成部分，瑞幸即享咖啡与瑞幸门店现制咖啡共同满足消费者在不同场景下的咖啡需求，同属瑞幸咖啡生态体系。
此次王一博同款即饮新品的推出，是瑞幸即享咖啡构建"随时随地，即享好咖啡"全场景产品矩阵的关键一环。三款瓶装即饮咖啡源自瑞幸门店已被亿万消费者验证的爆款口味，每瓶规格300mL，依托成熟的产品研发体系与无菌冷灌生产工艺，有效保障风味稳定与饮用品质。在配方上，瑞幸即享咖啡将"健康与专业"贯彻到底，生椰拿铁选用100%冷压榨椰肉汁调配，采用低糖配方，好喝低负担；柚C美式添加真实红西柚汁，清爽柚香与100%阿拉比卡咖啡完美融合，口感层次丰富；经典美式坚守0糖0脂配方，还原纯粹黑咖风味，满足不同消费者的口味偏好与健康需求。
对于瑞幸生态体系而言，瑞幸即享咖啡的快速发展具有多重战略价值。一方面，瑞幸即享咖啡主打"随时随地"，覆盖了居家、办公、出行等更多便携咖啡消费场景，与瑞幸咖啡超三万家门店形成互补，构建起更完整的消费场景闭环；另一方面，瑞幸即享咖啡还可以覆盖更多消费群体，扩大用户规模，为用户提供了更多元化、更灵活的产品选择，成为瑞幸门店现制咖啡之外新的"全场景咖啡"战略引擎。为覆盖多元生活场景，践行品牌理念，瑞幸即享咖啡搭建起"线上+线下"销售渠道矩阵，线上布局天猫、京东、抖音、拼多多等主流电商平台，同步打通瑞幸官方APP、小程序等自有渠道；在线下广泛进驻大型商超及连锁便利店，并同步拓展即时零售平台、量贩零食连锁系统，以及交通出行、校园等消费场景，真正实现"随时随地来一瓶"的咖啡消费体验。
On April 28th, Luckin Coffee officially launched a new bottled ready to drink coffee and announced Wang Yibo as the global brand ambassador for Luckin Coffee. The first batch of three flavors, namely Coconut Latte, Classic American, and Grapefruit C American, have been launched in supermarkets and convenience stores across the country, with a retail price of about 6-7 yuan. The launch of bottled coffee and the dual layout of endorsement by top celebrities marks a crucial leap forward for Luckin Coffee's "full category, diversified, and all scenario" strategy. At the same time, it extends the quality advantage of freshly made beverages in stores to the retail field, and may establish a new value benchmark in the ready to drink market.
As a newly launched pre packaged coffee brand in July 2024, Luckin Coffee's brand slogan is "Enjoy good coffee anytime, anywhere". Its products include coffee liquid, bottled ready to drink coffee, instant coffee, coffee beans, capsule coffee, hanging ear coffee, etc., aiming to meet the high-quality coffee needs of consumers in various scenarios such as home, office, and travel. As an important component of the "All Scenario Coffee Strategy", Luckin Coffee's instant coffee and Luckin Coffee's freshly brewed coffee jointly meet the coffee needs of consumers in different scenarios, and belong to the Luckin Coffee ecosystem.
The launch of Wang Yibo's new ready to drink product is a key part of Luckin Coffee's "Enjoy Good Coffee anytime, anywhere" full scene product matrix. Three bottled ready to drink coffees are derived from the popular flavors validated by millions of consumers at Ruixingmen store. Each bottle has a specification of 300mL and relies on a mature product development system and sterile cold infusion production process to effectively ensure flavor stability and drinking quality. In terms of formula, Luckin Coffee adheres to the principles of "health and professionalism". The raw coconut latte is formulated with 100% cold pressed coconut juice and uses a low sugar formula, which is delicious and low burden; Pomelo C American style with real red grapefruit juice, refreshing grapefruit aroma perfectly blends with 100% Arabica coffee, and the taste is rich in layers; The classic American style adheres to a zero sugar and zero fat formula, restoring a pure black coffee flavor to meet the taste preferences and health needs of different consumers.
For the Luckin Coffee ecosystem, the rapid development of Luckin Coffee has multiple strategic values. On the one hand, Luckin Coffee's flagship product is "anytime, anywhere", covering more portable coffee consumption scenarios such as home, office, and travel. It complements Luckin Coffee's over 30000 stores and builds a more complete consumption scenario loop; On the other hand, Luckin Coffee's instant coffee can also cover more consumer groups, expand user base, provide users with more diversified and flexible product choices, and become a new "all scenario coffee" strategic engine for Luckin Coffee stores in addition to freshly brewed coffee. In order to cover multiple life scenes and practice the brand concept, Ruixing Instant Coffee has set up a "online+offline" sales channel matrix, online layout of mainstream e-commerce platforms such as Tmall, JD, Tiktok, Pinduoduo, and synchronously open up Ruixing's official APP, small programs and other private channels; Widely entering large supermarkets and chain convenience stores offline, and synchronously expanding instant retail platforms, bulk snack chain systems, as well as consumption scenarios such as transportation and campus, truly realizing the "anytime, anywhere" coffee consumption experience.
