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China Wine City, Enchanting Luzhou
The convergence of the Yangtze and Tuo Rivers has nurtured Luzhou City, Sichuan Province—the birthplace of strong-aroma baijiu and China’s enchanting City of Spirits. The city lends its name to the liquor; the liquor brings prosperity to the city. It was here that Luzhou Laojiao was born, grew, and evolved into the modern-day Luzhou Laojiao Group Co., Ltd. and Luzhou Laojiao Co., Ltd.
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Pioneer of Strong-Aroma Baijiu and Living Heritage
Luzhou Laojiao, known as the “Pioneer of Strong-Aroma Baijiu and the Leading Authority in Spirits”, developed strong-aroma baijiu crafting techniques, defined its standards, shaped its brands, and led technological innovation in baijiu production. After the founding of the People’s Republic of China, Sichuan Luzhou Qujiu Distillery was established, built upon 36 traditional baijiu workshops from the Ming and Qing dynasties. In 1994, the distillery was restructured and listed as Luzhou Laojiao Co., Ltd., becoming China’s first joint-stock company in the spirits industry and the first baijiu company listed on the Shenzhen Stock Exchange.
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Originator of Daqu and Strong-Aroma Baijiu Culture
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Winner of Five National Titles and Benchmark for
Strong-Aroma Baijiu Standards -
Shape Strong-Aroma Baijiu Brand
and Bring Glory to China -
Lead Technological Innovation
and Boost Industry Growth
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Originator of Daqu and Strong-Aroma Baijiu Culture
In 1324, the first year of the Taiding era of the Yuan Dynasty, Guo Huaiyu, the founding father of qu (fermentation starter), created “Ganchun Qu” (Sweet Mellow Fermentation Starter). This invention ushered Chinese spirits into the era of Daqu Baijiu (baijiu made with daqu, or the traditional large fermentation starter) and founded the traditional Luzhou Laojiao production techniques. Passed down through 24 generations over 700 years, these techniques were included in the first batch of China’s National Intangible Cultural Heritage in 2006. During the Wanli era of the Ming Dynasty, Shu Chengzong, the founding father of the National Cellar, systematically synthesized the strong-aroma daqu baijiu production techniques, which earned him the title of Grand Master of the craft. In 1573, Master Shu built the Luzhou Laojiao 1573 National Cellar, which has since been in continuous use for over 450 years. In 1996, the site was recognized by the State Council of China as the industry’s first major historical and cultural site protected at the national level. Alongside the Dujiangyan Irrigation System, it is one of only two living heritage sites in China that have been continuously used for over a century. In 2013, Luzhou Laojiao’s 1,619 century-old pit cellars, 16 ancient workshops from the Ming and Qing dynasties, and 3 natural aging caves were collectively designated as the major historical and cultural sites protected at the national level. In China’s baijiu industry, Luzhou Laojiao accounts for 91.3% of all the century-old pit cellars.
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Winner of Five National Titles and Benchmark for Strong-Aroma Baijiu Standards
At the first National Liquor Appraisal Conference in 1952, Luzhou Laojiao was honored as one of the Four Great National Liquors alongside Moutai, Fenjiu, and Xifeng. It was subsequently awarded the “National Famous Liquor” title in 1963, 1979, 1984, and 1989, becoming the only strong-aroma baijiu brand to win the title for five sessions. In 1957, the Ministry of Light Industry of China investigated and summarized Luzhou Laojiao’s Daqu Baijiu production techniques, which led to the compilation and publication of Luzhou Laojiao Daqu Baijiu in 1959. As the first textbook on baijiu production after the founding of the People’s Republic of China, this book defined China’s quality and process standards for baijiu production. Thereafter, Luzhou Laojiao organized dozens of training sessions on baijiu production techniques. Having trained tens of thousands of technical experts for distilleries across the country, it has been hailed as the “Harvard of China’s Baijiu Industry”. Following the guidelines—honoring traditional techniques, fermenting with pure grains, breaking new ground while upholding fundamental principles, and embracing digital and smart technology—Luzhou Laojiao has recently built the Huangyi Baijiu Ecological Park, which spans 3,500 mu (approximately 577 acres). The park ranks first in the industry in solid-state baijiu production scale, jiuqu production capacity, and smart baijiu production technology. In January 2024, Luzhou Laojiao officially launched the Smart Packaging Center—first “Lighthouse Factory” featuring the fastest filling speed, the strictest quality inspection, the most advanced digital and smart technology, and the highest level of technological innovation in China’s baijiu industry. With these achievements, Luzhou Laojiao has systematically built new quality productive forces driving high-quality corporate development.
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Shape Strong-Aroma Baijiu Brand and Bring Glory to China
In 1915, Luzhou Laojiao won a gold medal at the Panama Pacific International Exposition, becoming the only company in the industry that possesses a gold medal from this exposition. After the founding of the People’s Republic of China, Chairman Mao Zedong, Premier Zhou Enlai, Comrade Deng Xiaoping, and other state leaders frequently chose Luzhou Laojiao to host foreign heads of state and presented it as a state gift to international dignitaries. This made Luzhou Laojiao the undisputed “National Strong-Aroma Baijiu of China”. In the new era, Luzhou Laojiao has focused on the “dual brands, three product lines, and flagship products” strategy. Under this strategy, Guojiao 1573 has grown into one of China’s three premium baijiu brands with annual sales exceeding RMB10 billion. Taking “discover the taste of China” as our mission, we have established an extensive sales network covering nearly 70 countries and regions worldwide. Meanwhile, we have leveraged international events such as the Australian Open, the Hangzhou Asian Games, and the ITTF World Cup, as well as partnerships with world-renowned artists, to take China’s homegrown industries and its finest traditional culture to the global stage.
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Lead Technological Innovation and Boost Industry Growth
Embracing technology-led, innovation-driven growth, Luzhou Laojiao has built an integrated industry-academia-research-application innovation ecosystem encompassing platform development, scientific research, technology commercialization, and talent cultivation. We are home to eight national-level scientific research and innovation platforms, including the industry’s only National Engineering Research Center for Solid-State Fermentation. Additionally, Luzhou Laojiao pioneered pit cellar microbial flora replication technology, broke new ground in precision fermentation technology for traditional strong-aroma baijiu, and advanced the selection and industrial application of functional fermentation microorganisms. We have received one National Science and Technology Progress Award, five first-prize Sichuan Provincial Science and Technology Progress Awards, and over 100 additional scientific and technological awards. To date, Luzhou Laojiao has been granted 619 patents, including 226 invention patents and 393 utility model patents, placing our company at the forefront of the industry in generating and protecting intellectual property. Currently, we employ four National Baijiu Masters, eight experts receiving special allowances from the State Council of China, 20 senior engineers, a doctoral research team of over 30 members (including current doctoral students), and a research and technical team of more than 400 people. This talent pool is injecting strong momentum into the high-quality development of the baijiu industry.
Born of Heaven and Earth, Shared with All Humankind
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Fulfill Social Responsibilities
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As our company has grown from strength to strength, we have actively fulfilled our social responsibilities, including caring for people’s livelihoods, supporting education, and alleviating poverty. In recent years, we have raised and donated over RMB2 billion to various public welfare and poverty alleviation initiatives. These efforts have won us the China Charity Awards for three consecutive sessions, as well as other honors, including the Red Cross Society of China Medal of Dedication, National Most Charitable & Loving Enterprise, National Advanced Collective in the Fight Against Poverty, and Sichuan Provincial Advanced Unit for Targeted Poverty Alleviation.
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Build a Collaborative Business Ecosystem
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We embrace the development philosophy that “a decade-old brand is built on marketing, a century-old brand on quality, and a millennium-old brand on culture.” We believe in “shared culture, shared standards, shared markets, shared rules, and shared challenges.” This industry code of conduct guides our approach to building a collaborative business ecosystem. In recent years, we have actively engaged with cutting-edge industries and outstanding enterprises to exchange knowledge and best practices. Through initiatives such as Executive Exchange Visits, National Cellar Tasting Journey, Business Alliances, and Party-building Collaboration, we have established friendly relations and strategic partnerships with numerous leading industries and renowned companies. Moving forward, we will remain committed to our founding mission, stay confident, honor our craftsmanship, aim high, and give back to our communities. Working closely with other outstanding Chinese enterprises and homegrown brands, we will jointly propel China’s domestic industries to new heights and contribute to the great rejuvenation of the Chinese nation.
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Contact Us
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Hong Kong
Room 4818, 48 /F, COSCO Tower, 183 Queen's Road Central, Sheung Wan, Hong Kong
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Luzhou
Luzhou Laojiao Command Center, Nanguang Road, Longmatan District, Luzhou City, Sichuan Province
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telephone：400 888 1573
fax：+852 2448 1573
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North America
Room 220, 2nd Floor, 150 North Santa Anita Avenue, Arcadia, California, USA
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telephone：+1-6266236320
Email：[email protected]
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