Luzhou Laojiao
Time-Honored BrandLuzhou Laojiao · Sichuan · Founded 1573
Luzhou Laojiao, the pioneer and standard-setter of Chinese strong-aroma Baijiu, boasts the oldest continuously used fermentation pits dating back to 1573. Known as the 'Ancestor of Strong-Aroma Liquor,' it embodies centuries of brewing heritage and remains a living cultural treasure in China's liquor industry.
Brand Story
Luzhou Laojiao's history traces back to 1573, during the Ming Dynasty, when Shu Chengzong established the 'Shu Juyuan' brewery in Yinggoutou, Luzhou. He pioneered the 'mud pit fermentation' technique, laying the foundation for strong-aroma Baijiu. The fermentation pits have been in continuous use for over 450 years, making them among the oldest in China. By the Qianlong era (1736-1795) of the Qing Dynasty, the brewery had expanded significantly, with products sold far and wide. In 1952, Luzhou Laojiao was named one of China's Famous Liquors at the first national appraisal, a title it has retained ever since. Its traditional brewing technique was inscribed in the first batch of National Intangible Cultural Heritage in 2006, earning it the title 'Living Cultural Relic.' Luzhou Laojiao is not only a living fossil of Chinese Baijiu culture but also a model of inheritance and innovation in brewing craftsmanship.
“Taste the History - Guojiao 1573”
Signature Products
The flagship product, crafted from the 1573 Ming Dynasty pits. Full-bodied with a long, lingering finish. (Approx. 1000-3000 RMB/bottle)
A classic strong-aroma Baijiu, well-balanced with rich cellar aroma. A signature product. (Approx. 200-500 RMB/bottle)
Affordable and consistently high-quality, ideal for daily consumption. A popular choice for everyday drinkers. (Approx. 50-150 RMB/bottle)
Stores & Addresses
Located in: Sichuan（四川）
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Cultural Note
Luzhou Laojiao's Ming Dynasty fermentation pits, built in 1573, are the industry's only 'living cultural relics.' Its traditional brewing process involves mud pit aroma generation, continuous grain blending, solid-state fermentation, and pot distillation, creating a distinctive strong-aroma style. The company has established a comprehensive inheritance system for its traditional brewing techniques, ensuring their transmission across generations.
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Frequently Asked Questions
What is a "China Time-Honored Brand" (中华老字号)?
A China Time-Honored Brand is a designation by China’s Ministry of Commerce for brands with a long history that inherit products, craftsmanship or services across generations and have operated continuously to the present.
When was Luzhou Laojiao founded?
Luzhou Laojiao was founded in 1573, originating in Sichuan, Sichuan, primarily in the Other field.
What is the signature product of Luzhou Laojiao?
Its signature product is Guojiao 1573. See the "Signature / Buy Online" section on this page for more products and shopping links.
Where can I find the official list of China Time-Honored Brands?
You can log into the MOFCOM "China Time-Honored Brand Information Management System", or browse this site’s brand directory — we have profiled 1,451 time-honored brands.
Sources / References
Brand fundamentals (founding year, heritage level, recognition batch) follow official sources such as the MOFCOM time-honored brand list. Story and encyclopedia: