By Catherin López
泸州老窖（Luzhou Laojiao）is one of China's leading liquor producing companies, located in Luzhou City, Sichuan Province. It is famous for its strong aroma type liquor and has several brands, the most prominent being Guojiao 1573. This white liquor comes from the 1573 liquor deposits, a nationally protected site that was built in 1573 and is still in operation today. This year, they were invited to participate in the Habano Festival held in Cuba from February 26th until March 1st.
In the framework of this prestigious event, Radio Habana Cuba interviewed Chen Hao, business executive of Luzhou Laojiao. We wanted to find out a little more about this company's productions and their plans for the future.
Hao: Hi. My name is Chen Hao. It's my first time to be in Cuba. I'm glad to be able to participate in this amazing event. Luzhou Laojiao is a Chinese liquor company, a very big state-owned enterprise. This time, we bring the top product, which is called Guojiao 1573. It’s a top brand from our company. And this product is in the top three in China.
Luzhou Laojiaois is famous for its strong aroma type liquor and has several brands, the most prominent being Guojiao 1573.
Guojiao 1573 is considered the "ancestor of strong aroma" and its fragrance is known as "Luzhou aroma". It is one of China's four famous liqueurs and the only company to hold the distinction of "double living national treasure": the active liquor deposits and the active technique. These tanks were inscribed as key units of cultural heritage protection in 1996 and were included in the first national intangible cultural heritage list in 2006.
Luzhou Laojiaois one of China's leading liquor producing companies.
Hao: We want to introduce the Chinese Baiju to the world, especially to South America, Latin America. And maybe we will have a lot of potential cooperation with Cuban Habanos.
In China, a lot of people know about the cigar, know about the Cohiba, all top brands of Habanos. But in Cuba, I don’t think a lot of people know this Chinese brand. So, this time we come here to show people our brand. To show the people the Chinese Baiju, how it tastes, how it’s made, and the technique of brewing, the culture of Chinese Baiju.
Luzhou Laojiao Co., Ltd. also produces other brands such as 1952, Te Qu, Tou Qu and Er Qu. Its superior quality and rich history have made it the pioneer of strong aroma technique, the creator of strong aroma standards and the forger of the strong aroma brand.
It's the first time for the top Chinese Baiju product to be here. And these products are produced in the Southwest of China, which has good soil, good water, and good raw material to make the wine.
The Habano Festival has the attention not only of the world’s cigar smokers, producers, and professionals of the industrial sector but also attracts the attention of other entrepreneurs looking for deals to boost their businesses.
Within the Framework of the Habanos Festival, Luzhou Laojiao Co., Ltd signed a strategic cooperation agreement with Habanos S.A., the first major collaboration between Habanos and a Chinese company.
Within the Framework of the Habanos Festival, Luzhou Laojiao Co., Ltd signed a strategic cooperation agreement with Habanos S.A., the first major collaboration between Habanos and a Chinese company.
Luzhou Laojiao will also be present at the auction dinner on March 1st, together with the Cohiba brand. This is a very special cooperation between China and Cuba.
