As one of the leading strong-flavor liquor companies, Luzhou Laojiao is continuing to increase its cultural construction and create a super IP.
On March 11, the 2024 Luzhou Laojiao·Guojiao 1573 Sealing Ceremony with the theme of "700 Years of Fragrance, the New Era of Dragons" was held in the wine city of Luzhou. This event has been held for seventeen consecutive years and has become Luzhou Laojiao. A major IP for cultural communication. 2024, the Year of the Dragon, coincides with the 700th anniversary of Luzhou Laojiao’s creation of traditional aromatic liquor brewing techniques. The company also disclosed many new developments at this year’s sealing ceremony.
First of all, at the event site, Luzhou City and Luzhou Laojiao were awarded the Certificate of Origin of Chinese Luzhou-flavor Liquor Culture. According to reports, the issuance of this certificate is a fundamental trace of the origin of China's strong-flavor liquor culture, affirming the role of Luzhou liquor culture represented by Luzhou Laojiao in shaping the cultural context of strong-flavor liquor and building China's strong-flavor liquor culture. important position of the cultural system.
At the same time, Luzhou Laojiao and Guojiao 1573 Luzhou 700th Anniversary Commemorative Wine held its global premiere ceremony. It is understood that the traditional brewing technique of Luzhou Laojiao wine began in 1324 AD and has been passed down for 24 generations and 700 years. It was selected into the first batch of national intangible cultural heritage lists. At the
collection ceremony, Jackie Chan's appearance with "Marriage Class" also became a highlight. Witnessed by all the guests, Jackie Chan officially accepted the status of Luzhou Laojiao·Guojiao 1573 Cultural Communication Ambassador.
Behind the increased efforts to explore and protect traditional culture, Luzhou Laojiao, like other liquor companies, is facing a new round of in-depth adjustments in the industry. The ever-escalating new demand for high-quality consumption makes it easier for products with quality advantages, cultural connotations and innovative concepts to win the favor of the market. This has also become the direct reason for a number of wine companies to enhance their cultural strength.
It is worth noting that at the annual dealer commendation and marketing meeting held in Luzhou Laojiao on March 12, Lin Feng, general manager of Luzhou Laojiao, said that in 2023, the sales scale of Luzhou Laojiao will set a new record, with Guojiao 1573 The total sales of the brand and Luzhou Laojiao brand have achieved major leaps and historic breakthroughs, and the company's core single products and core channels have achieved billion-level breakthroughs.
Faced with the uncertain market environment in recent years, Luzhou Laojiao has also continued to launch measures to stabilize market confidence.
At the end of last year, Luzhou Laojiao issued an announcement stating that Laojiao Group planned to increase its holdings of the company's shares through centralized bidding transactions within 6 months from the date of the announcement through its wholly-owned subsidiary Sichuan Jinduo Investment Co., Ltd., and the amount of the planned increase was No less than 200 million yuan and no more than 250 million yuan to express an optimistic prediction of industry trends.
Written by: Nandu·Wancaishe reporter Wang Jingjuan
