What Does Drinking Coffee After Drinking Alcohol Do in a Sauce-Flavor Latte?
On November 6, Luckin Coffee released an exclusive red cup for its Sauce-Flavor Latte and named law professor Luo Xiang as spokesperson, prompting wide discussion online. Luo Xiang used his classic Zhang San examples to answer consumer questions about driving after the drink. The latte, launched September 4 with baijiu brand Guizhou Moutai, contains alcohol below 0.5%vol.
Public confusion centered on whether the drink could trigger a drunk driving charge, which is why Luckin brought in a legal scholar rather than a typical celebrity. The brand had previously worked with Tang Wei, Xiao Zhan, and Eileen Gu. Reaction split: some called the choice insightful, others objected, and the episode shows the tension in marketing a coffee that mixes alcohol and coffee.
On November 6, Luckin Coffee launched an exclusive red cup for its Sauce-Flavor Latte and invited Luo Xiang, a well-known law professor from Bilibili, to serve as its spokesperson, quickly sparking heated discussions online. Luo Xiang used classic examples such as "lawless outlaw Zhang San" to answer consumers' questions about driving safety after drinking coffee containing alcohol. This is Luckin's first collaboration with an "internet celebrity" scholar, following spokespeople such as Tang Wei, Xiao Zhan, and Eileen Gu. However, after the endorsement news came out, netizens' evaluations were sharply divided: some praised the choice as insightful, while others expressed dissatisfaction. This article will sort out the sequence of events, Luo Xiang's background, and reactions from all sides, and explore the considerations and challenges behind Luckin's marketing move.
▲
Click to follow | Daily specialty coffee culture magazine Coffee Workshop
On November 6, Luckin Coffee launched an exclusive red cup body for its Sauce-Flavor Latte product and announced that internet celebrity Luo Xiang would serve as its spokesperson. As soon as the news came out, it immediately triggered a large amount of discussion, and the topic "Luckin Luo Xiang" also made it onto the trending list.
As early as September 4, Luckin Coffee reached a cooperation with the well-known domestic baijiu brand Guizhou Moutai to jointly launch the "Sauce-Flavor Latte." According to Luckin's official introduction, this latte does contain alcohol, but the alcohol content is below 0.5%vol. At the time, many netizens raised questions: "Can you drive after drinking it?" "Will drinking this get you flagged for drunk driving?"
Luckin's invitation to Luo Xiang as spokesperson this time was precisely to respond to consumers' confusion over legal issues such as whether drinking the Sauce-Flavor Latte constitutes drunk driving. Luo Xiang also cited "Zhang San and Li Si" from his classic bits as examples for explanation, bringing considerable attention to the brand.
Who is Luo Xiang? Netizens who frequently browse Bilibili are certainly familiar with him. According to Baidu Baike, Luo Xiang is a professor and doctoral supervisor at the Criminal Justice College of China University of Political Science and Law, and he was recently appointed as an adjunct professor at Central South University.
In 2020, Luo Xiang joined Bilibili and quickly became famous for humorous, vivid "skit-style" legal education, gaining a million followers in just two days. He currently has nearly 30 million followers on the platform. He often uses terms such as "Zhang San and Li Si" and "lawless outlaw" as examples, and is called the "joke writer" of the legal world by netizens.
As a relatively large domestic chain coffee brand, Luckin had previously invited stars such as Tang Wei and Xiao Zhan as spokespeople, and later also had well-known athlete Eileen Gu supporting it. But this time, Luckin did not choose a star or athlete, but instead brought in a highly recognizable "internet celebrity."
However, inviting Luo Xiang as spokesperson fits quite well with the product tone of the Sauce-Flavor Latte. Because the Sauce-Flavor Latte contains alcohol, it easily raises legal questions such as drunk driving. Having "internet celebrity law professor" Luo Xiang answer questions is also a lively legal education for consumers. I hope everyone can obey traffic regulations and drive safely while enjoying coffee. However, the reason this made the trending list this time was not the Sauce-Flavor Latte itself, but the controversy surrounding spokesperson Luo Xiang.
Regarding Luckin's invitation to Luo Xiang as spokesperson, many netizens expressed surprise: "I really didn't expect this endorsement, impressive." "They actually got Teacher Luo Xiang! Little Luckin really has something." "Ruirui, you have good taste."
Every coin has two sides, and some netizens held different opinions. One person commented: "I'll order again after he's taken down. It's hard on the eyes. I still prefer Luckin's previous spokespeople."
Luckin hopes to use Luo Xiang as a legal education spokesperson to boost the brand's popularity again and, through his influence on Bilibili, reach consumers across more different circles. But this endorsement has also sparked no small amount of controversy. How Luckin will respond next is worth watching.
Image source: Internet
Disclaimer: Some images in this article are from the Internet. For some content on the website, such as images, we will respect the original author's copyright and indicate the source. However, due to the large quantity, some images and texts may not have been credited in time. Please understand. If the original author has any objections, they may contact the website for handling. Once verified, we will correct it immediately. Compiled and edited by "Coffee Workshop." Please indicate the source when reposting. If there is infringement, please inform us for deletion. Thank you~!
The above content is compiled by CoffeeHunters, a coffee news website.
