Luckin Coffee Enters Bottled Beverage Market! Estimated Retail Price of 9.9 Yuan?

Can AI Bottled Becomes Luckin’s New Growth Engine?

Selling bottled ready-to-drink coffee, could it be a good business for Luckin?

Recently, there have been reports that Luckin Coffee’s pre-packaged brand “Luckin Enjoy” will launch three 300ml bottled ready-to-drink coffees, officially expanding into the coffee retail sector, attracting industry attention.

△Image source: Xiaohongshu screenshot

It is understood that the three bottled ready-to-drink coffees being launched are all popular products of the brand, including low-sugar coconut latte, grapefruit American, and classic American. In terms of packaging, Luckin’s bottled coffee continues the brand’s signature blue design, paired with the deer head logo, making it highly recognizable. An agent also revealed to the media that these three products are expected to be launched in April, with a suggested retail price of 9.9 yuan per bottle.

△Image source: Xiaohongshu screenshot

In fact, “Luckin Enjoy” is a pre-packaged brand launched by Luckin in 2024. Currently, its products include freeze-dried instant coffee, concentrated coffee liquid, coffee beans, and more. With the launch of bottled ready-to-drink products, industry insiders say this is an extension of Luckin’s retail sector, completing the brand’s “freshly made + pre-packaged ready-to-drink” product matrix.

In addition to Luckin Coffee, Red Restaurant Network observed that Starbucks, Heytea, Nayuki, and other tea brands have long been laying out the retail sector, penetrating multiple consumption channels through bottled products.

Take Starbucks as an example. Since 2016, Starbucks has launched ready-to-drink products in the Chinese market, now building a matrix of eight series of ready-to-drink coffee, all locally incubated and produced. In terms of channel layout, Starbucks’ offline retail network for ready-to-drink products covers over 1,300 counties nationwide, achieving full coverage from stores to supermarkets and convenience stores.

△Image source: Xiaohongshu screenshot

Heytea started its ready-to-drink business in 2020, launching series such as Lemon Tea and Light Milk Tea, with sales channels including convenience stores, premium supermarkets, and Sam’s Club. Relying on the product development capabilities and supply chain advantages accumulated through its freshly made stores, Heytea’s bottled products maintain high consistency in taste and quality with store offerings, quickly gaining consumer recognition and market success.

Nayuki’s tea also performs very well in the bottled retail sector. According to Red Restaurant Network, its bottled fruit teas and pure teas are widely available in convenience stores across South China and East China, becoming daily beverage choices for many consumers. Similar to Heytea’s approach, Nayuki’s core strategy is to standardize popular store flavors for mass production, meeting consumers’ fragmented, multi-scenario drinking needs at lower costs.

Why are leading tea and coffee brands eager to develop bottled retail markets? Red Restaurant Network believes that this “freshly made + retail” multi-scenario layout reflects a trend of full-scene penetration in the tea beverage industry. According to the “Tea Beverage Category Development Report 2026” released by the Red Restaurant Industry Research Institute, the growth of the beverage industry is no longer the only mainline; full-scene penetration has become a key path for top brands to break through internal competition and explore new growth curves.

From in-store consumption at freshly made stores to retail scenarios like supermarkets and convenience stores, the essence is for tea brands to break the scene limitations of “only drink in-store” and precisely meet consumers’ fragmented, multi-scenario drinking needs. In the current competitive landscape, tea brands can only further consolidate their advantages and achieve long-term brand development by achieving full-time, full-scene coverage of consumers.

What bright prospects will Luckin Coffee have in the retail coffee market in the future? Red Restaurant Network will continue to follow.

Author: Red Restaurant Network Fei Yuan; Editor: Li Tang