A typical representative of strong aroma liquor, the traditional brewing technology of Luzhou Laojiao liquor has been selected into the list of national intangible cultural heritage, and it is a large-scale state-owned backbone 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.
※ Inheritance
"The city is prosperous with wine, and the wine is named after the city", since Guo Huaiyu brewed the first generation of Luzhou Laojiao Daqu liquor in the Yuan Dynasty, and developed from the inheritance of Shu Chengzong in the Ming Dynasty to the development and growth of New China, the brewing skills of Luzhou Laojiao liquor have been inherited for 23 generations, and Luzhou Laojiao has become the birthplace of China's strong aroma liquor. In 1959, the state published the first liquor textbook in New China, Luzhou Laojiao Daqu Liquor, which became the formulator of China's strong aroma liquor brewing process standards.
※ Honors
The first time Chinese liquor went abroad originated from the 1915 World Expo held in San Francisco, USA, Luzhou Laojiao Tequ won the "Panama International Exposition Gold Medal".
In 1952, at the first national wine appraisal, Luzhou Laojiao was rated as the first of China's four famous liquors, and became the strongest aromatic liquor in the previous "Chinese famous liquors".
Founded in the Ming Dynasty Wanli period of 1573 national treasure cellar pools, in December 1996 approved by the State Council to become the industry's first "national key cultural relics protection unit", in March 2013, Luzhou Laojiao 1619 more than 100 years of wine cellar pools, 16 ancient wine-making workshops and three natural wine caves, once again selected as the "national key cultural relics protection unit", become the industry scale, variety, complete protection, continuous use of the "liquor living cultural relics". In 2006 and 2012, it was successively included in the "Tentative List of China's World Cultural Heritage"; In addition, the "Luzhou Laojiao Liquor Traditional Brewing Technique", which has been inherited since the Yuan Dynasty, was included in the first batch of "National Intangible Cultural Heritage List" in May 2006.
※Quality
Excellent quality comes from persistence. The company is committed to brewing organic liquor, advocating a healthy life, and "making the quality of Chinese liquor visible". Take the lead in the industry to build an "organic sorghum planting base", establish and improve the six management systems of organic, quality, safety, environment, measurement and energy, and realize the traceability from farmland to table; Eight scientific research platforms, including the National Solid-State Brewing Engineering Technology Research Center, the National Liquor Inspection Center, and the National Postdoctoral Workstation, have been set up to promote the continuous innovation and upgrading of products with strong scientific and technological support; The tasting committee, the winemaking technical expert committee, and the consumer tasting committee are the key institutions to ensure the excellent quality of each bottle.
※ Branding
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.
※Talent
The company's talent concept is "talent is capital, promising must have a place", long-term adhere to the training of technical talents, marketing talents, management talents, the establishment of "Luzhou Laojiao Postdoctoral Workstation", "Luzhou Laojiao Business School" and other liquor talent highlands, cultivate high-end talents in Chinese liquor, and build the company's "talent paradise". At present, it has 3 representative inheritors of national intangible cultural heritage, 3 Chinese liquor masters, 2 Chinese liquor masters, 6 senior engineers, 8 experts enjoying special allowances from the State Council, 3 academic and technical leaders in Sichuan Province, 15 postdoctoral fellows, more than 100 masters, as well as hundreds of skilled talents including Chinese liquor craft masters, wine evaluation masters, national liquor judges, liquor senior technicians and technicians.
※ Vision
"Heaven and earth brew together, symbiosis between the world" is the corporate philosophy of Luzhou Laojiao. The company adheres to the tenet of "wholehearted liquor, wholehearted dedication", respects and dedicates to others, innovates and excels, strives to achieve leading market share, leading corporate governance, leading brand culture, leading quality and technology, leading human resources, brewing the world's best liquor, providing customers with the best quality service, building Luzhou Laojiao into an aircraft carrier in the global liquor market, forming a large-scale modern enterprise integrated into economic globalization, and pursuing "in the edification of China's splendid famous liquor culture, all mankind shares a happy and happy life".
