用酒瓶喝咖啡突然火了，这个爆款一周狂销6万瓶

Core Insights - A new product, Penfolds Iced Coffee, has gained significant popularity, achieving sales of 60,000 cups in its first week, ranking among the top three products of the brand [1][3][12] Group 1: Product Overview - The product combines coffee and wine flavors, offering a unique experience described as "1+1>2" and appealing to consumers seeking a legal buzz without the hangover [1][3] - The packaging is distinctive, resembling a wine bottle, which enhances the social sharing aspect and creates a memorable experience for consumers [5][7] - The product's flavor profile is crafted using custom grape juice to replicate the classic berry notes of Penfolds wine, combined with caramel notes from concentrated coffee [9][11] Group 2: Marketing and Social Media Impact - The innovative packaging and accompanying plush wine bottle keychain have generated significant buzz on social media, with over 20 million total exposures online [3][5] - The product's launch has sparked comparisons to previous successful collaborations in the industry, such as the partnership between Luckin Coffee and Moutai [5][12] Group 3: Consumer Experience and Trends - The product allows consumers to add 5ml of Penfolds wine, catering to the desire for a customizable drinking experience that balances alcohol content with non-alcoholic options [15][18] - The trend in the coffee market is shifting from functional beverages to experiential drinks, with consumers seeking multi-sensory experiences and social value [21]