Luzhou Laojiao Explained

Luzhou Laojiao 泸州老窖
Type:	Public State-Owned Enterprise
Location City:	Luzhou, Sichuan
Location Country:	China
Key People:	Liu Miao (Chairman) (Committee Secretary)
Area Served:	Worldwide
Industry:	Alcoholic Beverages
Products:	Baijiu
Revenue:	(2022)^[1] ^[2]
Num Employees:	3,605 (2022)
Homepage:	lzjl.com (Chinese) lzljglobal.com (Global)

S:	泸州老窖
T:	瀘州老窖
L:	Luzhou Old Cellar
P:	lú zhōu lǎo jiào
W:	lu^2 chou^1 lao^3 chiao^4
Order:	st

Luzhou Laojiao Co. Ltd., or simply Luzhou Laojiao is a company headquartered in Luzhou, Sichuan, China that specializes in the production, sale, and distribution of baijiu.^[3] The distillery produces baijiu that is characteristic of the Nongxiang style of baijiu; so much so that the category had originally been named "luxiang" for the Luzhou Laojiao distillery itself where it was believed the style had been developed.Today Luzhou Laojiao is ranked as the fourth most valuable spirits brand internationally.^[4]

History

The distillery dates back to 1573, in the Ming dynasty, and it is the oldest continuously producing baijiu distillery in the world.^{[5] [6]} It was included in the first "List of National Intangible Cultural Heritage" in 2006.^[7] The company produces a baijiu brand named Guojiao 1573 (国窖 1573, 'National Cellar 1573'), in commemoration of its founding year.^[5]

Luzhou Laojiao was reportedly the favourite liquor of China's paramount leader, Deng Xiaoping.^[8]

The company commenced international operations in 2012, concentrating initially on the Asia-Pacific market but expanding into Africa during 2016–17. In 2018 it was estimated to be worth nearly (US$15.75 billion).^[9]

In 2019, Luzhou Laojiao became an associate sponsor of the Australian Open tennis tournament for five years, making it the largest Chinese sponsor in Australian Open history.^[10] Court 2 at the tournament's Melbourne Park venue was named the "1573 Arena", after the company's Guojiao 1573 brand, starting from the 2019 Australian Open.^[11]

Product characteristics

Luzhou Laojiao is a complex, premium baijiu of the "strong aroma" (nóngxiāng) class.^[12] It is a strongly alcoholic (more than 50% alcohol), clear liquid with a sharp aroma of fermented peaches.^[13] It is fermented in old cellars (fermentation pits), whose walls are coated with a unique clay composition that gives the spirit its aroma and palate.^[12]

Luzhou has a mild climate with extreme temperatures of -1 to +40 °C (30 to 105 °F), and annual precipitation of 750 to 1615mm (30 to 65in). This climate is ideal for local soft cereal quality and microbial groups. The Yangtze River water, after treatment by the water plant, is rich in calcium, magnesium and other trace elements. Water quality is weakly acidic, with a suitable hardness.

Products

Guojiao1573/国窖1573^[14]

• Jingdian Zhuang (經典裝;"Classic Outfit")
  • Nongxiang Baijiu
  • 38%/52% abv
  • High end bottling made in fermentation cellars which have been in continuous use since 1573 and aged a minimum of five years.
• Zhongguo Pinwei (中国品味;"Taste of China")
  • Nongxiang Baijiu
  • 52% abv
  • Commemorative bottling made in honor of the 1573 Cellars inclusion in the UN preliminary world tangible cultural heritage list. Made in the 1573 Cellars and aged for a minimum of 10 years.

Luzhou Laojiao/泸州老窖^[15]

• Erqu (二曲;"second Qu")
  • Qingxiang Baijiu
  • 52% abv
  • Entry level offering, developed with mass consumption in mind.
• Dah Chu Chiew (大曲;"Big Qu")
  • Nongxiang Baijiu
  • 52% abv
  • Marketed as an iconic export product.
• Zisha Daqu (紫砂大曲; "Zisha Big Chu")
  • Nongxiang Baijiu
  • 52% abv
  • Bottled in zisha clay as to allow baijiu to better develop with age.
• Bainian (百年;"Century")
  • Nongxiang Baijiu
  • 52% abv
  • Made in tribute to the recognition of Luzhou brewing techniques as a part of national intangible cultural heritage.
• Jiao Ling 60 Nian (窖龄60年;"Cellar Aged 60 Years")
  • Nongxiang Baijiu
  • 52% abv
  • Made in fermentation cellars that were built in the 1950s and have been in continuous use for over 60 years.
• Tequ (特曲;"Special Qu")
  • Nongxiang Baijiu
  • 52% abv
  • Flagship mid-range bottling.
• 1952
  • Nongxiang Baijiu
  • 52% abv
  • Flagship mid-range bottling.

Brands for International Export^[16]

• Ming River
  • Nongxiang Baijiu
  • 45% abv
  • Classic nongxiang blended and proofed down with the western palate in mind.
• Ni Hao Baijiu
  • Quingxiang Baijiu
  • 40% abv
  • Small 200mL bottle intended to introduce baijiu to western audiences.

External links

• Luzhou Laojiao Company Limited

Notes and References

1. Web site: Luzhou Laojiao Co. Ltd. Annual Report 2022 . sockstar.com.
2. Web site: Luzhou Laojiao Co. Ltd. Profile. Fortune China .
3. Web site: Luzhou Laojiao Co Ltd (000568.SZ) . Reuters . 20 January 2019.
4. Web site: Brandirectory Spirits 50 2023 .
5. News: Yi Luan . A mug shot of a terracotta warrior is taking up the official homepage of the Metropolitan Museum of Art, they say… . 20 January 2019 . Chihuo.com . 2017.
6. News: Top ten brands of wine in China . 20 January 2019 . What's On: Xiamen . 12 February 2009 . https://web.archive.org/web/20120923123059/http://www.whatsonxiamen.com/wine_msg.php?titleid=434 . 23 September 2012.
7. Web site: Luzhou Spirit Brewing Techniques . China Intangible Cultural Heritage . Ministry of Culture, P.R.China . 21 January 2019 . https://web.archive.org/web/20141219001242/http://www1.chinaculture.org/focus/2006-10/31/content_87952.htm . 19 December 2014.
8. News: Wang . Natalie . China's liquor-loving state leaders: Deng Xiaoping . 20 January 2019 . The Drinks Business . 20 June 2017.
9. News: Pawson . Helen . Chinese liquor company Luzhou Laojiao eyes global travel retail expansion . 20 January 2019 . The Moodie Davitt Report . 1 May 2018.
10. News: Australian Open's record Chinese sponsorship deal. Walsh. Courtney. 10 October 2018. The Australian. subscription . 2019-01-16.
11. News: Pavey . James . Australian Open: What is 1573? Chinese distillery takes over Melbourne Park . 20 January 2019 . Sporting News . 16 January 2019.
12. Web site: Fredriksson . Lars . The Liquor from Luzhou and the secret of the earth cellar . The Art Bin . 20 January 2019.
13. Web site: Lady Cooper . Review: Luzhou Laojiao Liquor . Liquor Log . https://web.archive.org/web/20070713195045/http://liquorlog.blogspot.com/2007/04/review-luzhou-laojiao-liquor.html . 13 July 2007.
14. Web site: National Cellar 1573 - Luzhou Laojiao International Development (Hong Kong) Co. - LTD. - Luzhou Laojiao International Development (Hong Kong) Co., Ltd .
15. Web site: Luzhou Laojiao - LTD. - LTD. - Luzhou Laojiao International Development (Hong Kong) Co., Ltd .
16. Web site: International liquor - LTD. - Luzhou Laojiao International Development (Hong Kong) Co. - Luzhou Laojiao International Development (Hong Kong) Co., Ltd .