Luzhou Laojiao
| File:Lzlj.png | |
Native name | 泸州老窖股份有限公司 |
|---|---|
| Company type | Public |
| SZSE: 000568 | |
| Industry | Beverages |
| Founded | 1573 |
| Headquarters | , China |
Area served | Worldwide |
Key people | Liu Miao (Chairman) |
| Products | Baijiu |
| Website | Luzhou Laojiao Company Limited |
| Luzhou Laojiao | |||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Simplified Chinese | 泸州老窖 | ||||||||||
| Traditional Chinese | 瀘州老窖 | ||||||||||
| Literal meaning | Luzhou Old Cellar | ||||||||||
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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]
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 liquor 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 cereal 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
- ^ "Luzhou Laojiao Co Ltd (000568.SZ)". Reuters. Retrieved 20 January 2019.
- ^ a b 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.
- ^ "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.
- ^ "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.
- ^ Wang, Natalie (20 June 2017). "China's liquor-loving state leaders: Deng Xiaoping". The Drinks Business. Retrieved 20 January 2019.
- ^ Pawson, Helen (1 May 2018). "Chinese liquor company Luzhou Laojiao eyes global travel retail expansion". The Moodie Davitt Report. Retrieved 20 January 2019.
- ^ Walsh, Courtney (10 October 2018). "Australian Open's record Chinese sponsorship deal". The Australian. Retrieved 2019-01-16.
- ^ Pavey, James (16 January 2019). "Australian Open: What is 1573? Chinese distillery takes over Melbourne Park". Sporting News. Retrieved 20 January 2019.
- ^ a b Fredriksson, Lars. "The Liquor from Luzhou and the secret of the earth cellar". The Art Bin. Retrieved 20 January 2019.
- ^ Lady Cooper. "Review: Luzhou Laojiao Liquor". Liquor Log. Archived from the original on 13 July 2007.
External links
- Luzhou Laojiao Company Limited Archived 2010-01-07 at the Wayback Machine
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