Luzhou Laojiao
A Chinese baijiu producer and spirits brand associated with the historic 1573 cellars and the nongxiang, or strong-aroma, style.
Last updated October 9, 2026
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Overview
Luzhou Laojiao is a Chinese baijiu producer headquartered in Luzhou, Sichuan. The business is identified with a distillery whose continuous production tradition is traced to 1573, during the Ming dynasty, and with the development of the strong-aroma, or nongxiang, category of baijiu. The name Luzhou Laojiao means approximately “Luzhou Old Cellar,” reflecting the importance of its fermentation pits and the city’s long association with distilled spirits. The company makes, sells, and distributes baijiu across a broad price range. Its portfolio includes the premium Guojiao 1573 line, Luzhou Laojiao Tequ, 1952, Cellar-Aged products, and more accessible offerings such as Erqu. Guojiao 1573 is named for the traditional founding date of the historic cellars and is positioned at the high end of the Chinese spirits market. The portfolio also includes products prepared for export, including Ming River and Ni Hao Baijiu, which are designed to present nongxiang or other baijiu styles to consumers less familiar with the category. Luzhou Laojiao’s distinctive production identity comes from fermentation in old pits. The pit walls are coated with a particular clay composition that supports the microbial environment used in fermentation and contributes to the spirit’s aroma and flavor. The resulting baijiu is generally clear, high in alcohol, and strongly aromatic, with descriptions commonly associated with fermented fruit and a pronounced palate. Local climate, cereal supplies, and treated water from the Yangtze River are also presented as factors supporting the distillery’s production environment. The historic 1573 cellars and the associated brewing techniques are important cultural assets. The distillery was included in China’s first national list of intangible cultural heritage in 2006. The company uses this heritage in product naming, premium positioning, and international brand communication. The long-running cellar tradition also distinguishes Luzhou Laojiao from newer spirits businesses that do not possess comparable production continuity. The company began international operations in 2012, initially emphasizing the Asia-Pacific region before expanding its reach to Africa in 2016 and 2017. Its international marketing has included sports sponsorship and export-oriented product development. In 2019, Luzhou Laojiao became an associate sponsor of the Australian Open under a five-year arrangement, and Melbourne Park’s Court 2 was branded the 1573 Arena during the tournament. This connected Guojiao 1573 with a globally visible sporting event and represented a significant effort to build awareness outside China. Within China, Luzhou Laojiao competes in the premium and mid-to-high-end baijiu market while retaining products for broader consumption. The brand is particularly associated with Sichuan’s nongxiang tradition and with Guojiao 1573 and Tequ. It remains an active listed company and an internationally recognized Chinese spirits brand, although the available reference material does not provide a current executive roster, corporate website, or a complete account of its present operating structure.
History
Luzhou Laojiao’s corporate identity is built around a distillery tradition in Luzhou, Sichuan, that is traced to 1573, the Ming-dynasty date used by the company in its heritage positioning. The term Luzhou Laojiao can be translated approximately as “Luzhou Old Cellar,” emphasizing the historic fermentation pits that are central to the producer’s methods and reputation. The distillery is described as the oldest continuously producing baijiu distillery in the world, although the modern listed company and its historical production tradition should be distinguished from one another. The Luzhou tradition became especially important to the development of nongxiang baijiu, also called strong-aroma baijiu. The style was historically associated so closely with the local distillery that it was once described using a name derived from Luzhou. Production depends on fermenting grain-based mash in underground pits. Clay-lined pit walls provide a microbial environment that influences fermentation and helps create the category’s characteristic aroma. The finished spirit is typically clear and high in alcohol, with a strong fragrance and a flavor profile often associated with ripe or fermented fruit. The local production environment is part of the brand narrative. Luzhou’s climate, cereal resources, and treated water from the Yangtze River are presented as favorable to the microbial communities and raw materials used in production. More importantly, the continued use of old cellars gives the brand a material link to its history. Some premium products are associated with cellars that have been in continuous use since 1573, while other products use pits from later periods, including cellars dating to the 1950s. The heritage of Luzhou brewing received formal recognition in China in 2006, when the distillery was included in the first national list of intangible cultural heritage. This recognition strengthened the company’s ability to use historical production, cellar age, and regional technique as differentiators in the increasingly segmented baijiu market. Guojiao 1573 was developed as a premium expression whose name directly commemorates the 1573 cellar tradition. Other lines, including Tequ, 1952, Cellar-Aged products, and more accessible Erqu, allow the company to address different consumption occasions and price levels. Luzhou Laojiao also developed a distinct export strategy. The company began international operations in 2012, initially concentrating on Asia-Pacific markets. During 2016 and 2017, its international activity extended into Africa. Export products included Ming River, a 45-percent-abv nongxiang baijiu adjusted for broader international palates, and Ni Hao Baijiu, a smaller-format product intended to introduce baijiu to consumers in Western markets. International visibility expanded through sports marketing. In 2019, Luzhou Laojiao became an associate sponsor of the Australian Open in a five-year arrangement. Melbourne Park’s Court 2 was branded the 1573 Arena, connecting a globally recognizable sporting property with Guojiao 1573. This campaign reflected a broader strategy of presenting baijiu not only as a traditional Chinese liquor but also as a premium spirits category with international relevance. Today, Luzhou Laojiao remains an active Chinese listed spirits company. It is best known for the combination of historical cellars, Sichuan provenance, nongxiang production, and a portfolio led by Guojiao 1573 and Tequ. The available reference material does not establish a current leadership roster, detailed ownership structure, or complete present-day geographic distribution.
- 2019
Australian Open sponsorship and 1573 Arena branding
[1]The company became an associate sponsor of the Australian Open, and Melbourne Park Court 2 received 1573 Arena branding.
- 2016
Expansion into Africa
[1]Luzhou Laojiao broadened its international activity to Africa during 2016–2017.
- 2012
International operations begin
[1]The company began a formal international expansion effort, initially targeting Asia-Pacific markets.
- 2006
Brewing tradition enters the national intangible cultural heritage list
[1]Luzhou brewing and its associated traditional techniques were included in China’s first national list of intangible cultural heritage.
- 1573
Traditional founding date of the historic cellars
[1]The company traces the continuous production history of its Luzhou distillery and historic fermentation cellars to the Ming dynasty year 1573.
Products and positioning
A heritage-led Chinese baijiu house spanning premium, mid-range, mass-market, and export products, with particular strength in the nongxiang or strong-aroma category.
Premium nongxiang baijiu
Guojiao 1573
Guojiao 1573 is Luzhou Laojiao’s principal premium product family. Its name commemorates the 1573 date associated with the historic Luzhou cellars. The Classic Outfit expression is described as a 38- or 52-percent-abv nongxiang baijiu made using cellars with continuous use traced to 1573 and aged for at least five years. Zhongguo Pinwei is a commemorative, higher-aged expression associated with the 1573 cellars and a minimum ten-year aging period.
Mid-range nongxiang baijiu
Luzhou Laojiao Tequ
Tequ, meaning “special Qu,” is one of the company’s best-known core products and is positioned as a flagship mid-range expression. The product represents the classic Luzhou strong-aroma style and is listed at 52 percent alcohol by volume in the reference material. It serves as an important bridge between the premium Guojiao 1573 range and more accessible Luzhou Laojiao products.
Mid-range nongxiang baijiu
Luzhou Laojiao 1952
The 1952 line is described as a flagship mid-range nongxiang baijiu. Its name references the company’s historical product and production lineage rather than the 1573 premium cellar story. The listed expression is 52 percent alcohol by volume and is intended for consumers seeking a recognized Luzhou Laojiao product below the highest premium tier.
Entry-level qingxiang baijiu
Erqu
Erqu is an entry-level offering developed for mass consumption. It is described as a qingxiang, or light-aroma, baijiu with an alcohol content of 52 percent by volume. The product broadens the portfolio beyond premium and mid-range nongxiang expressions and helps the company address everyday drinking occasions.
Export nongxiang baijiu
Dah Chu Chiew
Dah Chu Chiew is a 52-percent-abv nongxiang baijiu marketed as an iconic export product. It presents the core Luzhou strong-aroma style in a format intended for international distribution and brand recognition.
Nongxiang baijiu
Zisha Daqu
Zisha Daqu is a 52-percent-abv nongxiang baijiu associated with a purple-clay, or zisha, bottle. The packaging is presented as supporting the spirit’s development with age while reinforcing the product’s traditional and premium visual identity.
Nongxiang baijiu
Bainian
Bainian, meaning “century,” is a 52-percent-abv nongxiang baijiu created in tribute to the recognition of Luzhou brewing techniques as part of China’s national intangible cultural heritage. It uses the company’s cultural status as a central part of its product story.
Aged nongxiang baijiu
Cellar-Aged 60 Years
Cellar-Aged 60 Years is a 52-percent-abv nongxiang baijiu associated with fermentation pits built in the 1950s and maintained in continuous use for more than six decades. The product emphasizes cellar continuity and maturation as markers of quality and heritage.
International nongxiang baijiu
Ming River
Ming River is an export-oriented nongxiang baijiu with an alcohol content of 45 percent by volume. It is described as a classic strong-aroma blend proofed down for international consumers and is intended to provide a more approachable entry point into the baijiu category.
International baijiu
Ni Hao Baijiu
Ni Hao Baijiu is a small-format product, listed at 40 percent alcohol by volume, developed to introduce baijiu to Western audiences. Its 200-milliliter size and lower proof are intended to reduce barriers for consumers encountering the category for the first time.
Controversies
Online video copyright and reputational dispute
A secondary commentary source reported that Luzhou Laojiao pursued a legal claim against a video creator whose content used a Luzhou Laojiao-related background track and was considered insulting or damaging. The source states that compensation was awarded, but it is not a primary judgment and the precise case date and legal record were not supplied.
Marketing campaigns
- 2019Australian Open sponsorship and 1573 Arena
Australia · International
Luzhou Laojiao became an associate sponsor of the Australian Open under a five-year arrangement. The company’s Guojiao 1573 name was used for Melbourne Park’s Court 2, which was branded the 1573 Arena during the tournament.
Outcome. The sponsorship gave Guojiao 1573 prominent international sports visibility and represented a major overseas brand-building initiative.
Brand decisions
2019
Australian Open brand partnershipOtherBackground
The company was seeking broader international recognition for its premium Guojiao 1573 brand.
Action taken
Luzhou Laojiao entered a five-year associate sponsorship arrangement with the Australian Open and received 1573 Arena naming exposure at Melbourne Park.
Aftermath
The partnership positioned the brand in a globally visible sporting environment and helped connect Chinese baijiu with an international premium-consumer audience.
2016
Geographic expansion into AfricaStrategyBackground
Following its initial Asia-Pacific international focus, the company pursued additional overseas markets.
Action taken
Luzhou Laojiao expanded international operations into Africa during 2016–2017.
Aftermath
Africa became part of the company’s stated international expansion footprint.
2012
Launch of international operationsStrategyBackground
Luzhou Laojiao sought to extend a traditionally China-centered baijiu business into overseas markets.
Action taken
The company began international operations, initially focusing on the Asia-Pacific region.
Aftermath
The international program later broadened to Africa and was supported by export-oriented products and global marketing.
Recent events
Luzhou Laojiao raises suggested prices for selected Cellar-Age 60 products[7]
Luzhou Laojiao announced that, effective immediately, it was raising the suggested group-purchase and retail prices for its Cellar-Age 60 liquor in 52-, 43- and 38-degree versions.
Luzhou Laojiao receives national recognition for poverty alleviation[8]
Luzhou Laojiao Co., Ltd. received the national “Advanced Collective in Poverty Alleviation” honor at the national commendation event in Beijing.
Discounts on premium liquor products reported in China[9]
Reported:
A report said that flagship products from Wuliangye, Luzhou Laojiao, and Lang, among other liquor brands, were being sold at special or discounted prices in supermarkets, with some products discounted by as much as 80%.
Luzhou Laojiao releases 2020 half-year results[10]
Reported:
Luzhou Laojiao released its 2020 half-year results, reporting revenue of 7.6 billion yuan, down 4.7% year over year, and net profit of 3.2 billion yuan, up 17%.
Luzhou Laojiao cancels February Guojiao 1573 allocations[11]
Reported:
Luzhou Laojiao canceled distributors’ February allocations for Guojiao 1573 Classic, with an internal source attributing the decision mainly to the pandemic’s impact.
Sources12 sources
- 1Luzhou Laojiao - Wikipediaen.wikipedia.org
- 2泸州老窖官方网站首页lzlj.com
- 3泸州老窖品牌产品页lzlj.com
- 4泸州老窖企业介绍lzlj.com
- 5泸州老窖lzlj.com
- 6Online video copyright and reputational disputewoshipm.com
- 7泸州老窖上调部分窖龄酒60产品建议价格stock.jrj.com.cn
- 8泸州老窖荣获全国脱贫攻坚先进集体称号nbd.com.cn
- 9中国多款高端白酒产品推出优惠finance.sina.com.cn
- 10泸州老窖发布2020年半年度报告finance.sina.com.cn
- 11泸州老窖取消国窖1573二月份配额finance.sina.com.cn
- 12泸州老窖三季度营收环比增速大幅改善 进入涨价快车道是预期之中biz.jrj.com.cn
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