Luzhou is a city located in the southeast of Sichuan Province, China, where the Tuo River meets the Yangtze River, the longest river in Eurasia. Luzhou is known as the liquor city for its long tradition of alcoholic beverages production, particularly baiju. Luzhou Laojiao, translating to Luzhou Old Cellar, is its best known brand with their distillery dating back to 1573. They have developed a particular style of Baiju, Nongxiang or Strong Aroma, so characteristic that the whole category became known as “luxiang” or the Lu aroma. Today the company is ranked as the fourth most valuable spirits brand internationally. Its liquor is strong, with over 50% alcohol, clear and with a sharp aroma of fermented peaches. Fermentation takes place in clay pits, stored in old cellars built in caves whose walls are coated with a unique clay composition that combined with the Yangtze River’s weakly acidic water gives the spirit its unique aroma and palate. The company’s impressive museum, known as Qiankun Baijiu Cave and not accessible to the general public, showcases 450 years of Baiju production and the role liquor played to the local society.
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