Company Profile
Sichuan province is known as the hometown of unique Chinese hard liquor, Baijiu. Located in southern Sichuan，Luzhou has enjoyed its good reputation of “the city of spirits” since ancient times, with its over thousand-year history of brewing liquor dating back from Qin or Han dynasty. Luzhou Laojiao is a large brewing backbone group that developed from 36 ancient workshops in Ming and Qing dynasties.
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Inheritance
As“a liquor brand sharing its name with a city”and“a liquor brand making a prosperous city”， Luzhou Laojiao is the origin of strong aromatic Baijiu. Its brewing technique is a 23 generation inheritance that began with Huaiyu Guo’s innovation of Luzhou Liquor in Yuan dynasty which was regulated then by Chengzong Shu in Ming dynasty. 1959 saw the publication of the first hard liquor brewing textbook “Luzhou Laojiao Daqu liquor”, which indicated Luzhou Laojiao became the process standard maker of strong aromatic Baijiu. Baijiu scholar Mr. Henggang Zhou even drew calligraphy“authentic flavor”as a gift then.
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Talents
Liquor mogul Hanzhang Qin said:“Luzhou Laojiao represents the highest level of Chinese brewing industry.” To carry out the concept of talents“talent is capital, accomplishment wins position”, Luzhou Laojiao persists to train technical personnel, marketing personnel and managerial personnel. In addition, talent bases like“Luzhou Laojiao Postdoctoral Workstation”and“Luzhou Laojiao Business School” are established to cultivate top talents and create a talent paradise. Now these projects have cultivated 3 inheritors of national intangible cultural heritage, 3 masters of Chinese brewing, 2 masters of Baijiu, 6 senior engineers, 8 experts who receiving special allowance from the State Council, 3 academic and technologic leaders of Sichuan province, 15 postdoctors, over 100 masters and hundreds of highly skilled personnel including process masters of Chinese liquor, tasters, national liquor judges, senior brewing technicians and brewing technicians.
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Honor
In 1915, when Luzhou Laojiao went abroad for the first time, its Tequ won the Gold Award in Panama Pacific International Exposition. In 1952, it was selected by the first national tasting competition judges into the first our most famous Baijiu in China and then became the only strong aroma Baijiu that won the title of “National Famous Baijiu” for five consecutive times. Luzhou Laojiao owns cultural heritages known as "double treasures", making it the industry pioneer of Chinese Baijiu culture. The Cellars of National Treasure 1573, founded in 1573, was granted by the State Council as the first Cultural Relic of National Importance in industry under the Protection of the State in November, 1996; 1619 cellars of Luzhou Laojiao continuously are being used for over 100 years, together with 16 ancient brewing workshops and three natural cellar holes, they all were selected into the National Cultural Heritage Conservation Board in March, 2013. Owning“living relics for brewing” which are the biggest scaled, most numerous in variety, most completed, and being the longest continuous used, Luzhou Laojiao itself became a living miracle of Chinese Baijiu industry. In both 2006 and 2012, Luzhou Laojiao were twice selected into the preliminary list of China for World Heritage; Besides, the traditional brewing technique of Luzhou Laojiao was selected into the first batch of National Intangible Cultural Heritage in May, 2006. Thus, Luzhou Laojiao became the first enterprise who owned“double national treasures” in Chinese liquor industry.
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Brand
To implement“double brand, multi operation”strategy, Luzhou Laojiao has built a pyramidal brand structure of five strategic brands：National Pits 1573 is a high end brand, Bainian Luzhou Laojiao Jiaoling Tequ Laojiao target business and banquet market, Touqu Laojiao and Erqu Laojiao target mass market. Besides, regiment liquor and alcopop are newly developed to commence business in customized liquor market.
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Quality
The excellent quality of Luzhou Laojiao origins from persistence.
Committed to advocate healthy lifestyle and“make the quality visible”, Luzhou Laojiao has long been working on the brewing of organic liquor. The first“Organic Sorghum Planting Base” was established and the six-factor management system (including organic, quality, safety, environment, measurement and energy)
was built and improved, making liquor traceable from fields to tables. The eight research platforms are established, including National Engineering Research center of solid-State Brewing, National Liquor Test Center, National Postdoctoral Workstation, etc, which all support the innovation and upgrading of products with their strong technical force. Many accrediting bodies like tasting committee, brewing technology experts committee, consumer tasting Committee are invited as key institutions to work together to assure the perfect quality of every bottle. -
Vision
“Liquor brewed with the universe, spirit generated by the world” is taken as Enterprise philosophy of Luzhou Laojiao. Adhering to “brew whole heartedly, dedicate without reserve”concept, Luzhou Laojiao respects devotion, innovation and excellence, making it in the top flight of market share, management, brand culture, quality and human resources. Determined to brew the best Baijiu, provide best service, Luzhou Laojiao is on its way to be a giant in world liquor industry and a globalized modern enterprise in the pursuit of sharing the happy life with all human beings in the cultural edification of Chinese splendid and world-famous liquor culture.
