Does drinking coffee after drinking alcohol do anything?

Luckin Coffee and Moutai's sauce-flavored latte sold 5.42 million cups on its first day, with sales above 100 million yuan, topping Weibo and Douyin discussions in early September. The supplier confirmed the thick milk contains Moutai liquor, and Moutai stressed that adding its liquor to coffee for sale without permission is infringement.

The drink also raised the question of what drinking coffee after drinking alcohol does, since the latte contains a small amount of liquor. Regulators and the public asked about driving risk, and stores answered customer questions. The launch also brought ingredient disclosures, a store incident and talk of youth-oriented Moutai products, showing how cross-industry partnerships reach new drinkers.

In the first week of September, Luckin Coffee and Moutai's co-branded sauce-flavored latte set a new record with 5.42 million cups sold on its first day and over 100 million yuan in sales, dominating trending topics on Weibo, Douyin, and other platforms. Along with the product's explosive popularity, there were also incidents such as customers smashing stores, infringement disputes, and revelations about the ingredients. The supplier confirmed that the thick milk contains Moutai liquor, and the bottles are recycled. Moutai officially emphasized that unauthorized addition of Moutai to coffee for sale constitutes infringement. The chairman of Moutai revealed plans to launch youth-oriented products like liquor-filled chocolates. Luckin distributed red envelopes to thank its employees. This collaboration became a unique memory of young people's first taste of Moutai and has people looking forward to Luckin's next cross-industry partnership.

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In the first week of September, the beverage industry saw a phenomenal co-branding campaign flood social media.

This morning, Luckin announced on Weibo that the sauce-flavored latte set a new single-product record: 5.42 million cups sold on the first day, with sales exceeding 100 million yuan. This new product, developed in collaboration with Moutai, exploded on WeChat Moments as soon as it launched, with popularity far exceeding expectations.

The collaboration between Luckin and Moutai sparked widespread discussion on major social platforms, continuously topping Weibo and Douyin. Related hashtags such as #UnauthorizedAdditionOfMoutaiToCoffeeForSaleIsInfringement#, #SauceFlavoredLatte#, #YoungPeople'sFirstCupOfMoutai#, and #LuckinReleasesIngredientProductionRecordVideo# collectively appeared on Weibo's trending topics more than ten times.

Among them, #LuckinRespondsToWhetherDrinkingMoutaiCoBrandedCoffeeAffectsDriving# and #SauceFlavoredLatteSells5.42MillionCupsInOneDay# were the hottest, respectively topping Weibo's trending list at TOP1 yesterday and TOP2 today.

Amid the product's massive popularity, some bizarre incidents also occurred. Yesterday, a man in Hubei angrily smashed multiple cups of sauce-flavored latte outside a Luckin store. Subsequently, Luckin Coffee's response to the incident appeared on social platforms. Store staff said the customer thought the cream shape was ugly. At the time, there were many orders and the staff were busy; the customer felt the explanation was inadequate, then placed another order and smashed it directly outside the store.

However, most netizens believed such behavior in public was inappropriate. Some said: "Throw it on the ground and not clean it up? Think you're really smashing Moutai? Whose overgrown baby is this, looks like fifty, still throwing tantrums like a child wanting to be coaxed..." Others thought poor service attitude provoked the anger, and the lack of materials wasn't explained in advance.

From netizens' reactions, the author believes one should not vent through violence or destruction, but express dissatisfaction or demands through reasonable and civilized means.

The success of this collaboration is because, for most young people, this is their first taste of Moutai. So, how much Moutai is actually in a cup of coffee? A media outlet contacted Ningxia Saishang Dairy. The supplier responded: "The white liquor-flavored thick milk used by Luckin is indeed produced by Ningxia Dairy, and it does contain Moutai liquor. The white liquor in the formula is Moutai liquor, but the content cannot be disclosed due to confidentiality. The Moutai liquor is procured and provided by Luckin." The supplier also said that Moutai not only delivered the liquor but also recycled the empty bottles.

Moutai staff also responded: "This is Moutai's first co-branding collaboration with a coffee brand. But in fact, Moutai coffee has long appeared on the market." At the same time, they emphasized, "If a coffee shop arbitrarily adds Moutai to drinks for sale, even if not used as a selling point in promotion, it is actually an infringement." It seems the path to follow Luckin and make a fortune has been blocked.

According to media reports, Moutai Group Chairman Ding Xiongjun once said that Guizhou Moutai will increase research and development of Moutai liquor-filled chocolates, alcoholic beverages, stick bars, soft ice cream, and other products. This branch will bring different prices and products according to different audiences. One must say Moutai understands young people.

This time, Luckin's sauce-flavored latte quickly became a "top hit" upon launch. Due to the explosive popularity causing store order surges, Luckin distributed thank-you red envelopes on September 4 to all on-duty baristas (including all full-time and part-time partners), once again making it onto the trending list. This collaboration's effect is maxed out.

In the world of innovative beverages, perhaps the sauce-flavored latte containing 53-degree Guizhou Moutai will become a special memory of this era~

So here's the question: Will everyone look forward to which luxury brand Luckin Coffee will collaborate with next, or the liquor-filled chocolates that Moutai is suspected to be launching soon?

Image source: Internet

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The above content is compiled by CoffeeHunters, a coffee news website.