Luzhou Laojiao

Luzhou Laojiao (泸州老窖; Luzhou Old Cellar) is a Chinese liquor distilled from fermented sorghum. It is a baijiu of the "strong aroma" class. It is produced by Luzhou Laojiao Company Limited, which is headquartered in Luzhou, in southern Sichuan, China.[1]

Luzhou Laojiao Company Limited
Native name
泸州老窖股份有限公司
TypePublic
SZSE: 000568
IndustryBeverages
Founded1573
Headquarters
Luzhou, Sichuan
,
China
Area served
Worldwide
Key people
Liu Miao (Chairman)
ProductsBaijiu
WebsiteLuzhou Laojiao Company Limited
Luzhou Laojiao
Simplified Chinese泸州老窖
Traditional Chinese瀘州老窖
Literal meaningLuzhou Old Cellar
An exhibit of the traditional distillation apparatus at Luzhou Laojiao

History

The distillery dates back to 1573, in the Ming dynasty, and it is the oldest continuously producing baijiu distillery in the world.[2][3] It was included in the first "List of National Intangible Cultural Heritage" in 2006.[4] The company produces a baijiu brand named Guojiao 1573 (国窖 1573, 'National Cellar 1573'), in commemoration of its founding year.[2]

Luzhou Laojiao was reportedly the favourite tipple of China's paramount leader, Deng Xiaoping.[5]

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 CN¥100 billion (US$15.75 billion).[6]

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.[7] 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.[8]

Product characteristics

Luzhou Laojiao is a complex, premium baijiu of the "strong aroma" (nóngxiāng) class.[9] It is a strongly alcoholic (more than 50% alcohol), clear liquid with a sharp aroma of fermented peaches.[10] 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.[9]

Luzhou has a mild climate with extreme temperatures of -1 to +40 °C, and annual precipitation of 750 to 1615mm. This climate is ideal for local soft wheat 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.

References
  1. "Luzhou Laojiao Co Ltd (000568.SZ)". Reuters. Retrieved 20 January 2019.
  2. Yi Luan (2017). "A mug shot of a terracotta warrior is taking up the official homepage of the Metropolitan Museum of Art, they say…". Chihuo.com. Retrieved 20 January 2019.
  3. "Top ten brands of wine in China". What's On: Xiamen. 12 February 2009. Archived from the original on 23 September 2012. Retrieved 20 January 2019.
  4. "Luzhou Spirit Brewing Techniques". China Intangible Cultural Heritage. Ministry of Culture, P.R.China. Archived from the original on 19 December 2014. Retrieved 21 January 2019.
  5. Wang, Natalie (20 June 2017). "China's liquor-loving state leaders: Deng Xiaoping". The Drinks Business. Retrieved 20 January 2019.
  6. Pawson, Helen (1 May 2018). "Chinese liquor company Luzhou Laojiao eyes global travel retail expansion". The Moodie Davitt Report. Retrieved 20 January 2019.
  7. Walsh, Courtney (10 October 2018). "Australian Open's record Chinese sponsorship deal". The Australian. Retrieved 2019-01-16.
  8. Pavey, James (16 January 2019). "Australian Open: What is 1573? Chinese distillery takes over Melbourne Park". Sporting News. Retrieved 20 January 2019.
  9. Fredriksson, Lars. "The Liquor from Luzhou and the secret of the earth cellar". The Art Bin. Retrieved 20 January 2019.
  10. Lady Cooper. "Review: Luzhou Laojiao Liquor". Liquor Log. Archived from the original on 13 July 2007.


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