Luzhou Laojiao Co., Ltd., Guojiao 1573, originated in 1573, is a typical representative of China's strong aroma liquor, and the traditional brewing skills of Luzhou Laojiao Liquor have been selected into the list of intangible cultural heritage, and are well-known at home and abroad as a century-old famous liquor enterprise
Sichuan is the homeland of Chinese wine. Luzhou City, located in southern Sichuan, has the reputation of "wine city" since ancient times, and the history of winemaking has been thousands of years since the Qin and Han dynasties. Luzhou Laojiao is a large-scale state-owned backbone winemaking enterprise developed on the basis of 36 ancient wine-making workshops in the Ming and Qing dynasties.
As the only representative of Sichuan liquor and China's strong aroma liquor, "Luzhou Laojiao Liquor Traditional Brewing Technique" was selected into the first batch of "National Intangible Cultural Heritage List" in May 2006. So far, Luzhou Laojiao has become the only enterprise in the industry with "double national treasures". At the same time, it has 10,086 cellar ponds over 50 years old and 1,619 cellar ponds over 100 years old, making it the world's largest winemaking cellar pond community. Luzhou Laojiao takes "making the quality of Chinese liquor visible" as its quality concept, and always strives for excellence in product quality, producing high-quality products such as Guojiao 1573, Luzhou Laojiao Tequ, and 100-year-old Luzhou Laojiao.
The company implements the brand strategy of "dual brand building, multi-brand operation", and builds a pyramid brand structure of five strategic products: Guojiao 1573 is positioned as the ultra-high-end brand of Chinese liquor as the spire, 100-year-old Luzhou Laojiao Cellar Aged Liquor and Luzhou Laojiao Tequ are positioned as the first brands of business and banquet liquor, Luzhou Laojiao Touqu and Erqu are the first brands covering the mass market to build the base, and actively expand health wine products and pre-blended wine products, and carry out customized liquor business led by consumer demand.
Luzhou Laojiao pursues the corporate philosophy of "Heaven and Earth Brew Together, Symbiosis of the World", takes "Respect for People, Dedication, Innovation and Excellence" as the enterprise spirit, walks with the society, depends on the environment, coexists with mankind, and pursues "in the influence of China's splendid wine culture, all mankind shares a happy and happy life".
