The development of China's liquor industry has always been inseparable from the guidance of "famous liquor".
Since the first national wine evaluation meeting in 1952, "Chinese famous wine" has shouldered the mission of revitalizing the national industry and the heavy burden of inheriting the Chinese liquor culture in the long journey of 70 years of development.
In the process of globalization, how can Chinese wine companies tell the "liquor story"?
As the only Luzhou-flavor liquor that has won the title of "Famous Chinese Liquor" for five consecutive years, Luzhou Laojiao has witnessed the glory of Chinese liquor and made outstanding contributions to the global business card of Chinese liquor.
A century-old wine company inherits the "living double national treasure"
Luzhou, known as "Jiangyang" in ancient times, has the reputation of "Chinese wine city", and Luzhou Laojiao originated here.
The history and culture of Luzhou for more than 2,000 years has not only engraved the profound gene of famous wine for Luzhou Laojiao, which developed from 36 ancient brewing workshops in Ming and Qing Dynasties, but also left a precious "living double national treasure": the only continuous brewing in the industry The 449-year-old material cultural heritage - "1573 National Treasure Cellar Pool Group", the only intangible cultural heritage in the industry that has been passed down for 698 years and 24 generations - the traditional brewing skills of Luzhou Laojiao.
In 1952, the first national wine appraisal meeting was held, and 8 national famous wines were selected, including 4 famous liquors.
Luzhou Laojiao has been identified as a typical representative of Luzhou-flavor liquor with the style of "mellow and rich, fragrant after drinking, refreshing and refreshing, and long aftertaste", and was honored as China's "Four Famous Liquors". Wine critics called it "Luxiang type" and recorded it in the history of Chinese liquor.
At that time, the selection of "Famous Chinese Liquor" was of great significance to the development of the liquor industry, and Luzhou Laojiao's innovative winemaking technology and craftsmanship also received much attention.
In 1957, the state organized experts to go to Luzhou Laojiao to carry out the verification and summary of the production process, which opened the first pilot for the verification of Chinese famous liquor.
This pilot is the first time in the history of New China that the technology and process methods of famous liquor have been investigated and summarized in detail, which is of great significance to promoting the development of China's liquor industry.
1979 Sichuan Province Qujiu Mixing, Tasting and Evaluation Class
In 1981, the 2nd Sichuan Daqu Liquor Technology Training Course
In 1981, the training course of blending, tasting and evaluating liquor in Yibin area
1983 Yibin Famous Song Liquor Blending, Tasting and Evaluation Technical Training Course
On November 7, 1984, the Central Business Ministry Luzhou-flavored koji wine craft training class
Since then, Luzhou Laojiao has continued to relay on the basis of its century-old heritage. It has not only compiled the first professional textbook of Luzhou Laojiao Liquor in the industry, Luzhou Laojiao Daqu Liquor, but also spread the technology to the industry with an open and tolerant attitude. It has cultivated a large number of brewing technology professionals, and has been recognized by the industry as the "Whampoa Military Academy" of wine technology.
Technological transformation, brewing process is timeless
Excellent liquor culture requires continuous innovation in order to last forever.
Under the tide of the times with changing technology level and market demand, Luzhou Laojiao adheres to the seven core resources of "earth, cellar, art, music, water, grain and cave" for brewing, adheres to ingenuity and craftsmanship, and at the same time is in the field of technological innovation and intelligent brewing. Constantly making breakthroughs, taking the lead in carrying out intelligent manufacturing transformation in the industry, leading the technological transformation of liquor brewing industry.
In addition to the establishment of the National Solid State Brewing Engineering Technology Research Center to help promote the transformation of my country's traditional solid state brewing industry, Luzhou Laojiao relies on the Luzhou Laojiao Brewing Engineering Technical Transformation Project to comprehensively improve the company's production capacity, green ecological level and basic wine quality.
In terms of automation, Luzhou Laojiao launched the "Automated Liquor Brewing Equipment", using advanced technologies such as simulation technology, automation technology, big data, etc., adhering to the national treasure skills, non-genetic inheritance, Laojiao incense, intelligent brewing, and the "Laojiao Four Treasures" "The Millennium Cellar, Wannianjiu, Glycol Qu, and Inheritors successfully performed bionics in the intelligent winemaking workshop of Luzhou Laojiao.
This equipment won the "CIIF Green Energy Conservation Award" at the 22nd China International Industry Fair in 2020.
Huangxie Intelligent Brewing Ecological Park
Inheriting Chinese liquor culture requires quality assurance.
While transforming and upgrading, Luzhou Laojiao adheres to the foundation of quality, and takes the lead in establishing a quality traceability system from farmland to dining table. Relying on hundreds of quality standards far higher than national standards and a large number of national-level scientific and technological innovation platforms, it not only "allows" Chinese liquor culture can be seen”, and it also truly “makes the quality of Chinese liquor visible”.
Brand building to create a Chinese liquor business card
With the advancement of economic development and the wave of globalization, facing the new generation of young people and a broader market space, how to use traditional culture to tell a new brand story for Chinese liquor has always been a challenge for wine companies.
In this regard, Luzhou Laojiao has established a unique, holistic, systematic, coordinated and standardized brand image and discourse system with the cultural mission of "letting the world taste China". Walk in the forefront of the industry.
2018 Luzhou Laojiao·Guojiao 1573 Sealing Ceremony was held in Beijing Taimiao Temple
To build a brand, the most fundamental thing is to give the brand connotation with culture.
Luzhou Laojiao has deeply explored the cultural context of the brand, and has carried out the Luzhou Laojiao·Guojiao 1573 Collection Ceremony for more than ten consecutive years. It has also held cultural activities such as the International Poetry and Wine Culture Conference, and has joined hands with the World Cup and the Australian Open. At the same time, it has also innovated research and development. Chinese-style cocktails, prepared wines, pre-mixed wines and other innovative wines, and create a variety of brand marketing activities such as liquor tasting sessions, New Year’s Eve speeches, and pop-up stores.
While constantly excavating and transmitting the cultural genes of Chinese liquor, consumers can experience the rich cultural connotation of Chinese liquor through innovative forms.
In addition, Luzhou Laojiao has also carried out a lot of cross-border marketing, and cross-border creative products such as "Stubborn" perfume, Zhong Xuegao's "Fragmented" ice cream, "Drunken Steps on the Road" milk tea, and distiller's grain mask have been launched one after another, which has shaped Luzhou Laojiao and The corporate image of advancing with the times and being young and fashionable not only enhances the fashion of Chinese liquor, but also attracts a group of young consumers.
Today, as a "Chinese famous wine", Luzhou Laojiao has completed its layout in more than 60 countries and regions, and has become a liquor brand that is deeply loved by consumers at home and abroad.
In 2021, Luzhou Laojiao's revenue will exceed 20 billion yuan, interpreting the mission of a national brand with dazzling performance, and presenting Chinese famous wines for 70 years.
In 2022, at the ceremony of Luzhou Laojiao·Guojiao 1573 Sealing Ceremony, Luzhou Laojiao officially released the theme logo to commemorate the company's winning the "70th Anniversary of China's Famous Wine".
With three sets of numbers 1952, 2022 and 70, the theme logo shining with golden brilliance symbolizes that Luzhou Laojiao will set off again in glory under the guidance of the spirit of famous wine.
In the long history of wine in China, 70 years is just a chapter worth remembering.
However, in the 70-year history of famous wines, Luzhou Laojiao has inherited innovation, pioneered and forge ahead, and contributed to the industry with talents, technology, standards and other elements and solutions that promote the development of the industry.
In 2022, Luzhou Laojiao put forward the development theme of "improving quality, strengthening culture, and making rapid breakthroughs", and committed to building a "six-in-one" Luzhou Laojiao brand, quality, culture, innovation, digital intelligence and harmony. Carry forward the spirit of Chinese famous wine, promote Chinese famous wine culture, enhance the strength of Chinese famous wine, and continue to create a new stage of Chinese famous wine.