Production screen exposure! Supplier: Poured 30 million Maotai and sold 5.42 million cups of sauce flavored latte in a day

On September 5th, Luckin Coffee posted on Weibo that the sauce flavored latte broke a single product record, with sales exceeding 5.42 million cups on the first day and sales exceeding 100 million on the first day.

A week after the news of the joint name with Kweichow Moutai came out, Ruixing's "Soy Sauce Latte" went on sale on September 4. This product is known as the "annual heavyweight" by Luckin, and discussions and jokes about it can be seen on various social media platforms: "Remarks: A full cup of Maotai de coffee liquid, thank you!" "Drunk and awake" "Take two cups of full payment, the future is promising"

However, the Red Star Capital Bureau has noticed that while the sauce flavored latte has become popular, doubts have also gradually arisen. Some consumers reject its taste, while others question whether there is really Feitian Maotai in its formula.

Known by Luckin as the "September Top Flow Hammer"

Some people say "surprise", while others call it "stepping on thunder"

"Love this cup of wine and coffee," the host repeatedly shouted in Luckin's official live broadcast room, accompanied by powerful music. The 17 yuan per cup sauce flavored latte coupon was sold out in seconds several times.

Luckin's product "Sauce flavored Latte"

Red Star Capital visited two Luckin Coffee stores on the morning of September 4th and found that the majority of orders were for sauce flavored lattes. The official account of Luckin also released store photos, which showed two rows of sauce flavored lattes waiting to be collected, with the text "Top Flow Solid Hammer in September".

At 17:00 on the 4th, multiple delivery interfaces in Beijing showed that sauce flavored lattes were temporarily suspended from sale, while product pages in Chengdu indicated that some stores currently do not have cream.

According to public information, the retail price of sauce flavored latte is 38 yuan/cup, and after using relevant coupons, the selling price is about 19 yuan/cup. I did not participate in Luckin's 9.9 yuan event. Maotai flavor latte uses thick milk with Baijiu flavor, and the alcohol content of the drink is lower than 0.5% vol. Meanwhile, Luckin officials also stated that minors, pregnant women, drivers, and individuals with alcohol allergies are not recommended to drink.

Consumers have mixed opinions on the taste of sauce flavored lattes. Some consumers believe that the sauce flavored latte is "very surprising", "the favorite flavor among Luckin's products", and "very fragrant"; Some consumers claim that it has the same taste as liquor chocolate; Some consumers exclaim "stepping on thunder", "like the smell of vomiting after drinking.".

The taste of alcohol comes from formulated dairy beverages

Supplier: Moutai worth 30 million yuan, bottle by bottle, staring at the added ones

Red Star Capital Bureau has noticed that many consumers question whether Maotai liquor is actually added to sauce flavored lattes.

Before the Maotai flavor latte was launched, some pictures and videos appeared on the Internet, and most of the products were directly poured into Baijiu. In the official broadcast room of Ruixing, the anchors also repeatedly claimed that Maotai Latte with Maotai Sauce had used 53 ° Feitian Moutai Liquor. One of the anchors also took a brand with the words of the letter of commitment, which said, "All the ingredients of Baijiu are the real 53 ° Feitian Moutai Baijiu purchased by Ruixing Coffee".

According to the official product introduction of Ruixing, the raw materials of Maotai flavor latte are actually concentrated coffee, Baijiu flavor thick milk, pure milk and thin cream.

In other words, Maotai flavor latte is actually Baijiu flavor thick milk, rather than pouring Maotai liquor directly into the product. According to a report from First Financial News, a staff member at Luckin introduced that the alcohol concentration of sauce flavored lattes is between 0.2 and 0.3 degrees. According to this ratio, a cup of coffee with a capacity of 480 milliliters is roughly calculated to contain approximately 1.8-2.7 milliliters of Maotai liquor per cup.

On September 4, LainOnJuly, a consumer and blogger, provided Red Star Capital Bureau with a picture of Baijiu flavored thick milk he had taken in the store. The picture shows that the ingredient list of Baijiu flavored thick milk includes 17 kinds, including raw milk, condensed milk, thin cream, white granulated sugar, anhydrous cream, milk powder, hydrogenated coconut oil, among which Baijiu ranks 10th, after "water".

The interviewee provided pictures. The left picture is from blogger LainOnJuly, and the right picture is from rice

The above commitment letter shows that the supplier of this thick milk is Ningxia Saishang Dairy. According to Interface News, Cezanne Dairy confirmed the authenticity of this commitment letter.

Graph network

Lanjing Finance reported that the salesperson of Cezanne Dairy said that the "Baijiu" in the ingredient list was Maotai wine, but the specific content should not be disclosed because of confidentiality. In addition, the salesperson stated that this thick milk is exclusively for Luckin, and Maotai is purchased and provided by Luckin. The manufacturer is not qualified to purchase and produce it, so it cannot be sold externally.

According to a report from First Financial News, on September 4th, Yan Jianguo, Chairman of Ningxia Saishang Dairy, stated that during the production process of thick milk, Maotai Distillery escorted Maotai worth 30 million yuan and sent people to watch as bottles were added to the raw materials and then transported away.

Red Star News reporter Zhang Luxi and Yu Yao