Luzhou Laojiao will set off again!Helping the high -quality development of the liquor industry

China Well -off Network Exclusive Specialty

Text | "Well -off" · China Well -off reporter Yuan Shuai

The cultural genes, cultural connotation, and cultural value of the traditional brewing of Chinese liquor brewing are the only way to meet the people's growing demand for a better life. Luzhou Laojiao said that it will continue to uphold the concept of "cultural homology", empower culture, empower the technology, empower the technology, and empower the industry's revitalization, and promote the high -quality development of the liquor industry.

At the peak duel on June 27, 2022 Luzhou Laojiao's "Huaiyu Cup" winemaking skills contest was wonderful. The two winemakers launched the peak of the traditional brewing skills of Luzhou Laojiao wine in the way of attacking and guarding. Figures/Luzhou Laojiao

In 1952, the first National Wine Fair opened the brilliant chapter of Chinese famous wine. Luzhou Laojiao was awarded the title of "Four Famous Baijiu in China" in the first National Wine Club, creating the era of Chinese liquor wines. Since then, Luzhou Laojiao has been rated for "Chinese famous wine" for many years. Recently, as the pioneer and pioneer of the year of the Chinese bottle storage, the official WeChat video number of Luzhou Laojiao pushed a video. Guojiao 1573 and a creative micro -movie called "BingjoS Hotel" created by Mr. Fashion Esquire Once again, the promotion of "liquor and ice drink" was opened, which caused heated discussions between the industry and consumers.

Strong return to move forward with deep background

It ’s already a shocking. On the "2018 Global Value Brand Value of 50", there are only 5 Chinese liquor brands on the list. However, this year, the number of Chinese wine brands has doubled to 10 by the latest "2022 Global Value Brand Value List" released by the British brand evaluation agency "Brand Finance" this year. Not only 6 Chinese brands have entered In the top ten, the top four are all overwhelmed by Chinese famous wine. Among them, Luzhou Laojiao ranked among the top three of the global spirits list with a brand value of $ 7.266 billion. China's famous wine returned strongly, and "brand finance" analyzed this review that Luzhou Laojiao focused on the creation of dual brands, three products and a core large item, and achieved fruitful results. Historical record.

Behind the strong return is the strength and confidence of the wind and frost. In the early days of the founding of New China, hundreds of wastes are waiting. In order to satisfy people's pursuit of a better life, my country held the first national wine assessment in Beijing in 1952. Scholars and scholars from all over the country have strictly screening and evaluation of 103 kinds of wine products participating in the evaluation of 103 kinds of wine products participating in the evaluation. In the end, 8 national famous wines were selected, of which 4 seats were exclusively. Luzhou Laojiao stood out from it and won the title of "Chinese Famous Wine" to start the 70 -year glorious process of Chinese famous wine. In the past national famous wine selection, Luzhou Laojiao can be selected at every time, becoming the "Grand Slam" of the five famous wines in the country.

Luzhou Laojiao has profound historical heritage and is a rare "double national treasure" unit in the national liquor industry. It is precisely for hundreds of years of historical precipitation that consumers and liquor enthusiasts can still enjoy its sweet wine today. According to the relevant person in charge of Luzhou Laojiao Co., Ltd., the traditional brewing skills of Luzhou Laojiao wine were created, set, and mature through the three dynasties of the Yuan and Qing Dynasties. In 1324, Guo Huaiyu, the father of the song, invented the glycolic song, brewing the first generation of Luzhou Daqu wine, and created the history of the brewing of strong white wine. In the first year of Ming Renzong Hongxi (AD 1425), after years of hard work, the wine master Shi Jingzhang improved the dry and spicy and bitter ingredients in the curvature. At the same time, the "cellar brewing" method was developed. The tendency to improve, let the brewing of Dazujiu entered the "second generation" that transformed into the mud cellar incense.

During the Apocalypse, Luzhou's wine style quietly flourished. Following Guo Huaiyu and Shi Jingzhang, the founder of the third -generation cellar Daqu, the ancestor of Guojiao, came into being, inherited the Shu's wine industry, and directly engaged in the research and operation and brewing process research. In summary, a whole set of large -song wine technology is explored from the cellar storage to "breed altar into the cellar, solid fermentation, lipids and cooked, mud cellar raw fragrance". At this point, the brewing of strong fragrant wine has entered the "Dacheng" stage. After hundreds of years, the teachers and apprentices were inherited, and they were in vocal. In 1996, the Guobao Cellar Pond, which was founded in 1573, was approved by the State Council as the industry's first national key cultural relics protection unit. In 2006, the traditional brewing technique of Luzhou Laojiao wine was selected as the "First Batch of National Intangible Cultural Heritage List". The traditional brewing technique of Luzhou Laojiao wine and the "1573 National Treasure Cellar Pond Group" are also known as the cultural heritage "living double national treasure" of Luzhou Laojiao.

Drifting the ocean wine is not afraid of the alley deep

As the "intense originator" of Chinese liquor, Luzhou Laojiao not only has a high brand awareness and lofty industry status in China. Internationally, there are a large number of "fans", which has won international awards and has its reputation worldwide.

It is reported that as early as the 1980s, the Luzhou Quzhou Winery (formerly the predecessor of Luzhou Laojiao) in Sichuan Province launched its first cocktail with the United States Lougang Wine Corporation. In 1987, at the second international beverage and food exhibition in Bangkok, Thailand, Luzhou Laojiao won the only gold award in the event -the Golden Eagle Cup and Certificate. In 1990, at the 14th International Food Expo in Paris, Luzhou Laojiao Daqu Wine won the gold award again. In 1992, Luzhou Laojiao successfully won four international gold awards at the Budapest International Food Fair and the Russian Moscow International Wine Exhibition. In 2019, Luzhou Laojiao overseas brand "Mingjiang Baijiu" was officially launched and won the gold award at the 2019 San Francisco International Birrandry Competition (SFWSC). At the same time, we must innovate to keep pace with the times. In order to adapt to the rapidly changing consumer market and attract more young consumption power, Luzhou Laojiao launched a new concept of drinking liquor with "wineization". Through repeated trials and tasting, 7 national -level wine masters found that icing can allow the original mellow fragrance of Guojiao 1573 to gather again. The taste of the taste is comfortable to 8 to 15 degrees. It is the most harmonious state.

In July of this year, Luzhou Laojiao and Kirin Wine Group, founded in Edinburgh, Scotland. Exchange and cooperation. This is not the first cooperation between the two parties. As early as 2019, Luzhou Laojiao reached a strategic cooperation relationship with Kirin Wine Group, which led to the joint cooperation between Shen Caihong, the first "Chinese winemaker" and the legendary winemaker of Scotland. Guojiao 1573 and Scotland's milestone with Single malt whiskey in Scotland, so that the "Kylin DS" Chinese -style whiskey, which was born, attracted much attention on the international business and diplomatic stage.

The development of Luzhou Laojiao is not only rooted in China's long history, but also benefits from open economic and trade exchanges. As of now, Luzhou Laojiao has achieved layout in more than 60 countries and regions around the world, becoming one of the most visible and most widely distributed Chinese liquor brands overseas.

Lile the standard of promoting the health development of the liquor industry to promote the healthy development of the industry

Although Honor and other body, Luzhou Laojiao is not closed, dedicating his own experience to lead the industry to move forward. Luzhou Laojiao Wine's traditional brewing technique, the eighteenth generation of the inheritor Chen Qi, bidded with the new wine level, created the precedent of the white wine review, laying a standard for the development of the liquor industry. At the same time, Luzhou Laojiao also gathered the power of experts, collected a large number of historical materials of Liquor, summarized the traditional production technology, and wrote and published the first new liquor brewing textbook "Luzhou Laojiao Daqu wine" in New China. , Also actively promote and spread. Under the guidance of Luzhou Laojiao class, a total of 41 national brewing masters and more than 50 national wine evaluation members were produced. The fragrant white wine brewing skills bloomed throughout the country.

In this regard, Liu Miao, the director of the first council of the Liquor Brewing Technology Special Committee, Liu Miao, Secretary of the Party Committee and Chairman of Luzhou Laojiao Group, bluntly stated that it is Promoting the immortal cultural heritage to the people of the people better, and further meet the only way for the people's growing demand for a better life. Luzhou Laojiao will, as always, adhering to the concept of "cultural homologous", take the initiative, actively act, firmly maintain the development pattern of industry and innovation, empower culture prosperity, empower the technology inheritance, empower the industry's revitalization, and help the liquor industry to promote the liquor industry High -quality development, common spectrum writing a new chapter in the protection and inheritance cause of Chinese liquor intangible cultural heritage.

With the improvement of people's income and the improvement of living standards, the upgrading of consumption concepts, more and more consumers are more willing to choose to drink famous wine. In the same frequency, the rapid development of Luzhou Laojiao. Data show that in 2017, Luzhou Laojiao revenue was 10.395 billion yuan and net profit was 2.558 billion yuan. In 2022, Luzhou Laojiao realized revenue of 20.642 billion yuan, and its net profit was 7.956 billion yuan. In five years, Luzhou Laojiao revenue turned over, and its net profit increased by more than three times. The net profit maintained a compound growth of nearly 30%each year. It is worth mentioning that Luzhou Laojiao mid -to -high -end wine achieved revenue of 18.397 billion yuan, accounting for 89.12%of total revenue.

With the upgrading of consumption and the changes in the market, the Chinese liquor industry has shown a more obvious trend of centralization. The brand concentrates to famous wine and concentrates to high -quality production areas. In the process, Luzhou Laojiao was also able to share market dividends, and the value of famous wine returned. The company's relevant person in charge analyzed that in the liquor industry, the performance was more obvious, especially the famous wines won more market opportunities, the market volume is getting larger and larger, and the brand value is rapidly improved.

In order to allow more consumers to enjoy the wine of Luzhou Laojiao, Luzhou Laojiao recently joined hands with Yunnan Green Olympic Group to launch the two boutiques of the strong incense Laojiao Zunshi and treasured, which aroused the attention of consumers and for China The market has brought more expectations.

("Well -off" · China Well -off Exclusive Draft)

This article was published in "Well -off" in early September 2022

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