进军即饮咖啡赛道，瑞幸即享咖啡推出门店爆款风味瓶装咖啡Entering the ready to drink coffee market, Luckin Coffee launches popular flavored bottled coffee in its stores
“瑞一杯”之外，“瑞一瓶”终于来了，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。
瑞幸即享咖啡首批上市的瓶装即饮咖啡，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。
为覆盖多元生活场景，践行“随时随地，即享好咖啡”的品牌理念，瑞幸即享咖啡搭建起“线上+线下”销售渠道矩阵，提升全场景消费便捷度。线上端，瑞幸即享咖啡布局天猫、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，三款产品将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，渗透消费者日常生活圈，真正实现“随时随地来一瓶”的咖啡消费体验。
值得称道的是，瑞幸即享瓶装咖啡力图以门店现制咖啡的口味标准打造。依托完善的全球供应链体系，瑞幸与巴西、埃塞俄比亚、中国云南等全球优质产区建立长期采购合作，通过签订大宗采购协议锁定优质豆源；同时基于印度尼西亚“专属生椰岛”，从源头把控生椰原料品质。此外，瑞幸通过自建鲜果处理加工厂、多点布局智慧烘焙基地，实现生豆溯源、烘焙、仓储物流全链路品质管控。凭借对咖啡产业链的高效垂直整合能力，瑞幸强化了品质与成本优势，以门店现制品质标准为追求，为即饮咖啡市场带来高质价比选择。
瑞幸即享咖啡(luckin coffee instant)为2024年7月焕新推出的预包装咖啡品牌，品牌slogan“随时随地，即享好咖啡”，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。
近年来，凭借强大的品牌势能、全球供应链壁垒及瑞幸咖啡生态体系的协同赋能，瑞幸即享系列产品市场表现与口碑双提升。日前，瑞幸即享咖啡更获得全球著名增长咨询机构沙利文的权威认证，其浓咖啡饮料取得2025年全国线上销售额第一。官方数据显示，瑞幸即享咖啡液产品2025年全年销售超过4亿杯。今年3月，瑞幸即享咖啡在天猫、抖音、京东三大平台分别拿下咖啡液品类、咖啡液总榜、咖啡液店铺榜单TOP1。
此外，选择王一博作为瑞幸即享咖啡全球品牌代言人，也显示出瑞幸即享咖啡空前的战略地位。王一博所代表的时尚、活力、不断突破自我的年轻形象，与瑞幸即享咖啡所倡导的现代生活方式高度共鸣，二者“双向奔赴”将为瑞幸即享咖啡的发展提供强大助力，引发咖啡消费新潮流。
业内人士认为，瑞幸咖啡在国内门店现制咖啡领域已经取得规模领先，瑞幸即享咖啡又在零售端即饮咖啡市场强化布局，两者协同发展，既是中国咖啡在多领域全面崛起的象征，也将不断重塑中国咖啡发展格局，助力中国咖啡消费实现多场景下的品质升级与全民普及。
In addition to "Rui Yi Cup", "Rui Yi Bottle" has finally arrived. 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 celebrity endorsements mark a crucial leap forward for Luckin Coffee's "full category, diversified, and all scenario" strategy, while extending the quality advantage of freshly made beverages in stores to the retail field.
The first batch of bottled ready to drink coffee launched by Luckin Coffee originates from the popular flavor that has been verified by billions of consumers in Luckin Coffee stores. Each bottle has a specification of 300mL and relies on a mature product research and development system and sterile cold infusion production technology 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.
In order to cover diverse life scenarios and implement the brand concept of "enjoying good coffee anytime, anywhere", Luckin Coffee has established an "online+offline" sales channel matrix to enhance the convenience of consumption in all scenarios. On the online end, Ruixing instant coffee is distributed on mainstream e-commerce platforms such as Tmall, JD, Tiktok, Pinduoduo, etc., and simultaneously opens its own channels such as Ruixing official APP and small programs; Offline, the three products will be widely introduced in large supermarkets and chain convenience stores, and will simultaneously expand into instant retail platforms, mass market snack chain systems, as well as consumption scenarios such as transportation and campus, penetrating into consumers' daily life circles and truly achieving a "anytime, anywhere" coffee consumption experience.
It is commendable that Luckin Coffee strives to create bottled coffee based on the taste standards of freshly made coffee in stores. Relying on a well-established global supply chain system, Luckin Coffee has established long-term procurement cooperation with high-quality production areas around the world such as Brazil, Ethiopia, and Yunnan, China. By signing bulk procurement agreements, it has locked in high-quality bean sources; At the same time, based on Indonesia's "Exclusive Coconut Island", we control the quality of coconut raw materials from the source. In addition, Luckin Coffee has established its own fresh fruit processing plant and deployed smart baking bases at multiple locations to achieve quality control throughout the entire chain of raw bean traceability, baking, warehousing, and logistics. With its efficient vertical integration capability in the coffee industry chain, Luckin Coffee has strengthened its quality and cost advantages, pursuing on-site quality standards in stores and bringing high-quality and cost-effective choices to the ready to drink coffee market.
Luckin Coffee Instant is a pre packaged coffee brand launched in July 2024, with the slogan "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.
In recent years, with strong brand momentum, global supply chain barriers, and the synergistic empowerment of Luckin Coffee's ecosystem, the market performance and reputation of Luckin Coffee's Enjoy series products have both improved. Recently, Luckin Coffee has obtained authoritative certification from Sullivan, a globally renowned growth consulting firm, and its strong coffee beverage will rank first in online sales nationwide by 2025. Official data shows that Luckin Coffee's instant coffee products will sell over 400 million cups throughout 2025. In March this year, Ruixing Instant Coffee won the Top 1 list of categories, general list and stores of coffee liquid respectively on Tmall, Tiktok and JD.
In addition, choosing Wang Yibo as the global brand ambassador for Luckin Coffee also demonstrates the unprecedented strategic position of Luckin Coffee. The youthful image represented by Wang Yibo, which is fashionable, energetic, and constantly breaking through oneself, resonates highly with the modern lifestyle advocated by Luckin Coffee. The "two-way rush" of the two will provide strong support for the development of Luckin Coffee and trigger a new trend in coffee consumption.
Industry insiders believe that Luckin Coffee has achieved a leading scale in the field of freshly brewed coffee in domestic stores, and Luckin Coffee has strengthened its layout in the retail ready to drink coffee market. The coordinated development of the two is not only a symbol of the comprehensive rise of Chinese coffee in multiple fields, but also will continue to reshape the development pattern of Chinese coffee, helping Chinese coffee consumption achieve quality upgrades and popularization in multiple scenarios.