What Luzhou Laojiao does

Luzhou Laojiao Co., Ltd. (泸州老窖股份有限公司, SZSE: 000568) is a Chinese baijiu (white spirits) producer founded in 1994 through the consolidation of 36 Ming and Qing dynasty brewing workshops into the former Sichuan Province Luzhou Qujiu Factory. The company is headquartered in Luzhou, Sichuan, and operates the 1573 National Treasure Cellar Group, a complex of fermentation pits in continuous use since 1573 (450+ years) and designated a National Key Cultural Relic Protection Unit. It produces strong-aroma (nongxiang) baijiu using a 700-year-old brewing technique passed down through 24 generations and recognized as National Intangible Cultural Heritage, earning the company the designation of "Nose of Nongxiang" (originator of the strong-aroma category). Its flagship Guojiao 1573 brand is one of three Chinese high-end baijiu brands with sales exceeding 10 billion RMB.

The company's product portfolio spans premium (Guojiao 1573 family including Classic, Chinese Taste, Hongyun 568, Canton Tower, National Charm, Scenic Beauty, HeartPanda collectibles), mid-tier (Luzhou Laojiao 1952, Tequ series including 10th Generation, Commemorative Edition, Tequ Crystal, 60th Anniversary), and mass-market (Touqu, Heigai, Erqu) price points, plus health wine (Yangshengjiu) and bespoke custom wine services. Production relies on traditional solid-state fermentation combined with proprietary innovations including Compound Microbial Enzyme Preparations and Cellar Sealing Technology. The company manufactures and sells via regional sales representatives across all 31 Chinese provinces, e-commerce storefronts on Tmall and JD.com, the Guojiao 1573 Square tourism/retail destination, and dedicated international offices covering Hong Kong, North America, Southeast Asia, Africa, Australia, and Europe.

Luzhou Laojiao is a state-owned enterprise under Luzhou municipal government supervision, listed on the Shenzhen Stock Exchange (ticker 000568) since 1994 as the first baijiu IPO on the exchange. It operates 20+ wholly-owned subsidiaries spanning brewing, sales, e-commerce, international business, organic sorghum agriculture, science and technology services, and adjacent sectors including Huaxi Securities, Luzhou Bank, and Hongli Zhihui (LED optoelectronics). The company conducts R&D through a national postdoctoral workstation, the National Solid-State Brewing Engineering Technology Research Center, and partnerships with Tsinghua, Jiangnan, Beijing Technology & Business, Sichuan, and Chongqing Universities plus the Chinese Academy of Sciences. Distribution covers approximately 30+ countries and regions globally, with active expansion into the Nordic, North American, and Southeast Asian markets.

Name

Luzhou Laojiao

Legal name

泸州老窖股份有限公司

Website

https://lzlj.com

Company type

Public

Founded year

1994

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Luzhou Laojiao (SZSE: 000568) is a Chinese state-owned baijiu producer operating the 1573 National Treasure Cellar Group in Luzhou, Sichuan, manufacturing premium strong-aroma white spirits including the Guojiao 1573 flagship brand for domestic and international consumer markets.

Ownership category

akta.pro rank

Product category

Premium Chinese Baijiu / Strong-Aroma Spirits

NAICS

Distilleries (31214), Beverage Manufacturing (3121)

SIC

Beverages (2080)

akta.pro primary industry

Sake, Soju & Other Asian Alcoholic Beverages Producers & Brands (CRADAIAF)

akta.pro secondary industry

Distilled Spirits Production & Distilling (AFAFAAAC)

Keywords

• Baijiu distillery
• Strong aroma baijiu
• Traditional solid state fermentation
• Premium Chinese spirits
• Intangible cultural heritage brewing

Headquarters

HQ city

Luzhou

HQ country

China

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Baijiu/Liquor Sales: Luzhou Laojiao generates revenue primarily from the production and sale of baijiu (Chinese spirits). The company operates across multiple product tiers: premium (Guojiao 1573, China Tasting), mid-tier (Tequ, 1952, Jiaoling), and mass-market (Touqu, Heigai, Erqu, Health Wine). Sales are predominantly domestic (China), with a growing international distribution network. The company reports Q3 net profit and derives income from wholesale, direct retail, and e-commerce channels.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Luzhou Laojiao manufactures and sells Chinese strong-aroma (nongxiang) baijiu under a dual-brand, multi-line portfolio anchored by the premium Guojiao 1573 super-high-end series and the classic Luzhou Laojiao Tequ line, supplemented by commemorative (1952), mid-tier (Jiaolingjiu, Gaoguang), mass-market (Touqu, Heigai, Erqu), health-functional (Yangshengjiu), and bespoke (Dingzhijiu) offerings. Production relies on traditional solid-state fermentation in continuously operated cellars dating to 1573 and on a 700+ year-old brewing technique passed through 24 generations.

Product overview

Luzhou Laojiao is a leading Chinese baijiu (white spirits) producer operating a dual-brand, triple-category, flagship product strategy. The company manufactures and markets the premium super-high-end Guojiao 1573 brand (one of China's three major high-end baijiu brands with sales exceeding 10 billion RMB), the commemorative Luzhou Laojiao 1952, the traditional Luzhou Laojiao Tequ series (available in multiple variants including the 10th generation, Commemorative Edition, Crystal, and 60th Anniversary versions), plus seven other product lines (Jiaolingjiu, Gaoguang, Touqu, Heigai, Erqu, Yangshengjiu, Xinjiuye) and custom/bespoke baijiu services. The Guojiao 1573 family includes numerous premium sub-products (Classic, Chinese Taste, Hongyun 568, National Treasure Red, Canton Tower, Yanta Blessing, Confucius Birthday, Red Porcelain, HeartPanda Panda editions, Celebration, National Charm, and Scenic Beauty). The company traces its roots to 1324 when the first fermentation techniques were developed, operates 450+ year-old Ming Dynasty pit fermentation pools, and employs 24 generations of traditional brewing techniques passed down through apprenticeship.

Differentiator

Problem solved

Functional benefit

Brands

• 国窖1573 (Guojiao 1573): Ultra-premium baijiu brand sourced from 1573 National Key Cultural Relic Pit Group; China's top three high-end baijiu brands with sales exceeding 10 billion CNY; dual cultural heritage brand combining 1573 pit group and Luzhou Laojiao traditional brewing techniques.
• 泸州老窖1952
• 泸州老窖特曲 (Luzhou Laojiao Te Qu)
• 窖龄酒 (Jiaolingjiu)
• 高光 (Gaoguang)
• 头曲 (Touqu)
• 黑盖 (Heigai)
• 二曲 (Erqu)
• 养生酒 (Yangshengjiu)
• 新酒业 (Xinjiuye)
• 定制酒 (Dingzhijiu)

Products and services

• Guojiao 1573 (国窖1573) Premium super-high-end baijiu brand originating from the 1573 National Treasure Fermentation Pits, a National Key Cultural Relic site dating to 1573 during the Ming Dynasty. One of China's three major high-end baijiu brands with sales exceeding 10 billion RMB. Product family includes flagship Classic (38%/43%/46%/52% vol), Chinese Taste limited edition, Hongyun 568, National Treasure Red, Canton Tower, Yanta Blessing, Confucius Birthday Commemorative, Red Porcelain, HeartPanda panda editions, Celebration, National Charm, and Scenic Beauty (super-premium collectible with base wine from 200-year pits). Designed for premium gifting, business banquets, and ceremonial consumption.
• Luzhou Laojiao 1952 (泸州老窖1952) Commemorative baijiu celebrating Luzhou Laojiao's 1952 designation as a 'China Famous Liquor', representing the company's establishment of China's baijiu standardization system and recognition for five consecutive China Famous Liquor titles. Available in 52%, 43%, and 38% vol (500ml). Positioned in the premium commemorative tier.
• Luzhou Laojiao Tequ (泸州老窖特曲) Classic strong-aroma baijiu renowned for the 'rich aroma, clear sweetness, lasting aftertaste' profile and referred to as the 'founder of strong aroma style' and 'master of Chinese spirits'. Variants include the 10th Generation (launched 2019), Commemorative Edition honoring the 1915 Pacific International Exposition gold medal, the modern Tequ Crystal targeting post-80s/90s consumers, and the 60th Anniversary re-release. Available in 38%/42%/43%/45%/52% vol.
• Jiaolingjiu (窖龄酒) Baijiu product line named for pit age, built on the company's heritage of aging fermentation cellars of varying ages. Positions pit age as the determinant of quality under the 'old pit makes good wine' (千年老窖万年糟) principle of strong-aroma baijiu production.
• Gaoguang (高光) Modern Luzhou Laojiao product line targeting younger consumer demographics with contemporary positioning and brand strategy.
• Touqu (头曲) Traditional Luzhou Laojiao Touqu product line representing quality baijiu offerings in the entry-to-mid level tier, distributed through the company's broad retail and regional sales network.
• Heigai (黑盖) Baijiu product line distinguished by its black cap packaging, part of Luzhou Laojiao's mass-market multi-brand portfolio.
• Erqu (二曲) Popular mass-market Luzhou Laojiao Erqu baijiu product line within the company's multi-brand strategy targeting broad everyday consumption.
• Yangshengjiu - Health Wine (养生酒) Health-focused baijiu and functional wine products developed using traditional Chinese medicine ingredients, including products such as Mingning, targeting wellness-oriented consumers seeking integrated functional and heritage spirits.
• Xinjiuye - New Wine Industry (新酒业) New wine business initiatives and innovation products from Luzhou Laojiao, operated through its subsidiary Luzhou Laojiao New Wine Industry Co., Ltd. to develop the next-generation spirits business.
• Dingzhijiu - Custom/Bespoke Baijiu (定制酒) Bespoke baijiu customization services delivered through the subsidiary Luzhou Laojiao Qiankun Wine Chateau Customized Wine Sales Co., Ltd., offering personalized and branded Luzhou Laojiao spirits for corporate gifting, events, and individual consumers.

Quantifiable outcome

• Guojiao 1573 became one of China's three major high-end baijiu brands with sales exceeding 10 billion RMB (over 100 billion RMB milestone)
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Hong Kong Dragonfly International GroupminorStrategic or Co-development Partner · 9 November 2025Signed an MoU valued at RMB300,000 with Xinjiang Sunyard Vinery at the 17th Hong Kong International Wine & Spirits Fair. This partnership reinforces Hong Kong's role as a regional wine and spirits trading hub and demonstrates Luzhou Laojiao's involvement in the fair ecosystem alongside international partners.
• Hong Kong Convention and Exhibition Centre / HK Trade Development CouncilminorGTM or Marketing Partner · 9 November 2025Participated as one of the 'Top 10 Chinese Baijiu Brands' at the 17th Hong Kong International Wine & Spirits Fair, hosted at the Hong Kong Convention and Exhibition Centre, attracting over 8,200 trade buyers from 57 countries and regions. The fair featured a new 'World of Spirits' zone with products from 14 countries and regions.
• Beijing Technology & Business University (北京工商大学)coreStrategic or Co-development PartnerLong-term research partnership with academician Sun Baoguo's team. Joint research on baijiu flavor compounds published in Journal of Agricultural and Food Chemistry (ACS, Q1 TOP), including a cover paper on 3-methylindole as a source of 'mud'-like off-odor in strong-aroma baijiu. Also collaborated on postdoctoral training with Sun Baoguo as co-mentor.
• Jiangnan University (江南大学)coreStrategic or Co-development PartnerKey research partner in solid-state brewing technology. Joint research with Prof. Xu Zhenghong's team on Baijiu aging mechanisms and year authentication using machine learning, published in Food Research International (Q1 TOP). Also collaborated on the National Key R&D Program 'Traditional Brewing Food Flavor and Quality Control and New Brewing Technology Creation'.
• Tsinghua University (清华大学)coreStrategic or Co-development PartnerCo-partner in the national key R&D program '酿酒废弃物热化学能源化与资源化耦合利用技术' (Thermochemical Energy and Resource Utilization of Brewing Waste), led by Luzhou Laojiao and passed national acceptance in 2024.
• Sichuan University (四川大学)coreStrategic or Co-development PartnerCo-founded the 'Sichuan University – Luzhou Laojiao Culture and Technology Innovation Research Center' (四川大学—泸州老窖文化与科技创新研究中心). Multiple joint research projects on brewing microbiology, flavor chemistry, and cultural innovation. Also collaborated on the national key R&D program.
• Chongqing University (重庆大学)minorStrategic or Co-development PartnerJoint doctoral training partner; collaborated on research published in Bioresource Technology (IF=9.7) regarding efficient energy conversion from brewing distiller's grains using Luzhou Laojiao pit mud microorganisms.
• Chinese Academy of Sciences (中国科学院)minorStrategic or Co-development PartnerCollaborates with Luzhou Laojiao's postdoctoral workstation and innovation platforms, contributing expertise to the company's science-based brewing research agenda.
• Queen's University Australia (澳大利亚昆士兰大学)minorStrategic or Co-development PartnerInternational research partner collaborating on traditional brewing technology research, part of Luzhou Laojiao's strategy to engage global academic institutions.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Kweichow Moutai: Kweichow Moutai is China's most valuable baijiu producer and the leading premium酱香 (sauce-aroma) baijiu brand. It directly competes with Luzhou Laojiao in the ultra-premium tier, where both target high-end gifting and business banquets with flagship products (Moutai vs Guojiao 1573).
• Shanxi Fenjiu: Fenjiu is China's leading清香 (light-aroma) baijiu producer and a fellow 'Eight Famous Liquor'. While different aroma style, it competes with Luzhou Laojiao for premium gifting occasions, banquet occasions, and cultural heritage-driven consumers.
• Wuliangye Yibin: Wuliangye is one of the top three high-end baijiu brands in China and a direct competitor to Guojiao 1573 in the浓香 (strong-aroma) category. Both companies target premium gifting occasions and compete for high-end restaurant and banquet consumption.
• Anhui Gujing Distillery: Anhui Gujing is a leading浓香 (strong-aroma) baijiu producer and one of China's 'Eight Famous Liquors'. It competes directly with Luzhou Laojiao in the mid-to-premium baijiu market with comparable heritage positioning and product tiering.
• Jiugui Liquor: Jiugui Liquor (Hunan) is a premium酱香 (sauce-aroma) baijiu producer competing with Luzhou Laojiao in the high-end Chinese spirits market, particularly in central and southern China. Similar product tiering and gifting positioning.
• Jiangsu Yanghe Brewery: Yanghe is a major Chinese baijiu producer specializing in绵柔 (soft/mellow) baijiu style, competing with Luzhou Laojiao in the mid-to-premium tier. Both companies have aggressive multi-brand strategies and similar nationwide distribution networks.
• Jiangxi Jingzhi Liquor: Jingzhi Liquor is one of China's 'Eight Famous Liquors' and a leading特香型 (special-aroma) baijiu producer. It competes with Luzhou Laojiao in the premium baijiu segment for ceremonial, gifting, and banquet occasions.
• Shuijingfang: Shuijingfang is a premium strong-aroma baijiu brand owned by Sichuan Swellfun, with heritage dating back to the Yuan Dynasty cellars. It directly competes with Luzhou Laojiao's heritage-rich positioning and high-end product strategy.

Broad incumbents

• Diageo: Diageo is the world's largest spirits producer and a broad incumbent in premium and luxury spirits. While primarily Scotch/whisky focused, it represents the international benchmark for premium spirits distribution and brand-building that Luzhou Laojiao aspires to emulate in its international expansion.
• Pernod Ricard: Pernod Ricard is a global premium spirits leader with strong Asia-Pacific presence, including Martell cognac in China. As a broad incumbent in the Chinese premium spirits market, it competes indirectly with Luzhou Laojiao for affluent consumers and corporate gifting occasions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/luzhou-lao-jiao-co-ltd

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries19 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Luzhou Laojiao