A single autumn sugar candy "sweet on both ends"—a cup of "Lüliang Mountain" intoxicates Jinling.

Shanxi Xinghuacun Liquor Group Makes a Stunning Appearance at the 113th National Sugar and Wine Fair

From October 16 to October 18, 2025, the 113th National Sugar and Wine Products Fair was successfully held in Nanjing. This year's event was themed "Integration of Exhibition and City, Win-Win for Production and Sales," fostering collaborative development between manufacturers and buyers, and attracting nearly 4,000 enterprises from more than 40 countries and regions around the globe. At this prestigious industry gathering, Shanxi Xinghuacun Liquor Industry Group (hereinafter referred to as "Xinghuacun Liquor Industry Group"), a leading force in Shanxi Lüliang's core production area renowned for its Qingxiang-style baijiu, made a strong debut with its acclaimed "Lüliangshan" series of baijiu. With each glass offering a pure, fragrant brew that captivated the hearts of attendees in Jinling, the group brought the vision of the fair—embracing sweetness at both ends—to life, illuminating it with vibrant brilliance.

Upholding the responsibilities of a state-owned enterprise, we are building the nation's largest production base for light-aroma baijiu.

Lüliang, recognized as one of the "World's Top 10 Spirits Production Regions," boasts unique advantages for developing its baijiu industry: its high-quality underground water sources are rich in trace elements essential for brewing, while a millennia-old tradition of winemaking and a mature, clustered industrial ecosystem have laid a solid foundation. In recent years, Qingxiang-style baijiu has demonstrated tremendous market potential and international appeal, thanks to its flavor profile that closely resonates with global favorites like whisky and vodka—and its ability to align perfectly with the consumption preferences of younger demographics and mass-market audiences. As a result, it has emerged as a key driver propelling Lüliang's economy toward diversified growth.

According to the "14th Five-Year" Development Plan for Lüliang City's Brewing Industry, Shanxi Li Liu Coking Coal Group and Lüliang City State-owned Capital Operation Co., Ltd. have jointly invested to establish Xinghuacun Liquor Industry Group, with a registered capital of 250 million yuan. Since its establishment in 2021, Xinghuacun Liquor Industry Group has consistently focused on high-quality development and has been officially designated as the "chain leader" enterprise for Lüliang’s light-aroma Baijiu industry chain under the "985" Key Industrial Chain Promotion Mechanism of Lüliang City. The company now shoulders the critical mission of "building the largest light-aroma Baijiu production base in China."

Guided by the strategic vision of "High Standards, Premium Base Liquor, and a Strong Brand," Xinghuacun Liquor Group has established four subsidiary companies: Lüliang Distillery, LüNong Biotechnology, Xinghua Testing Technology, and Fenxiang Qingquan Sales. These entities seamlessly integrate across key sectors including cultivation, production, quality control, marketing, and cultural tourism, forming a circular economy model that spans "organic raw material cultivation—base liquor production—storage & inspection—brand management—cultural-tourism integration." This robust framework lays a solid industrial foundation for the exceptional quality of the "Lüliangshan" series of baijiu. At the same time, the Group fully leverages its role as a state-owned enterprise leader, setting industry benchmarks in areas such as base liquor consolidation, brand building, and standard-setting. By doing so, it drives the Lüliang region—a premier production area for light-aroma-style baijiu—to achieve comprehensive, collaborative, shared, and mutually beneficial development across the entire value chain. This initiative injects powerful momentum into the region’s economic transformation and industrial upgrading.

Upholding the legacy of craftsmanship, we forge the "Lüliangshan" quality benchmark.

At this year's exhibition, the booth design of Xinghuacun Liquor Group stood out with its ingenious and unique concept, seamlessly blending traditional Shanxi cultural elements with modern aesthetic principles. This not only highlights the rich historical depth of the region's millennia-old liquor culture but also conveys the innovative vitality and youthful appeal of the "Lüliangshan" brand. On the display stand, the "Lüliangshan" series of baijiu was arranged in a perfectly organized manner, with their crystal-clear liquid glistening beautifully under the lights, exuding a pure and delicate aroma that captivated visitors. The booth drew in numerous domestic and international business partners, distributors, and consumers, who stopped by to savor the exquisite flavors, explore potential collaborations, and ultimately become ambassadors of Lüliang's renowned baijiu expertise. As a result, the refreshing fragrance of "Lüliangshan" quietly spread across the vibrant city of Jinling.

In our brewing process, our group adheres strictly to traditional methods, consistently upholding the time-honored craftsmanship of "clearness first, purity throughout, and separate fermentation in earthen pits." We use deep-layered karst spring water sourced from Zixia Mountain—water that shares the same origin as Fenjiu—as our primary brewing ingredient. Relying on our "organic, green, and pollution-free" base for premium raw grains, we imbue the "Lüliangshan" series of baijiu with a distinctive flavor profile: crisp and pure, mellow yet refreshing, elegantly aged with a pronounced aroma, and leaving a long, lingering finish.

This unwavering commitment to quality has also earned us recognition from industry authorities. In 2024, at the 4th "Lüliang Cup" Qingxiang-style Baijiu "Qingzun Award" and "Ten Little Golden Flowers" Enterprise Selection event—jointly organized by the China Alcoholic Beverages Association and the Lüliang Municipal Bureau of Industry and Information Technology—our group was honored with the prestigious 4th Qingxiang-style Baijiu Core Production Area (Lüliang) "Qingzun Award," solidifying our industry-leading quality and earning authoritative endorsement from sector experts.

Strictly control the quality system and strengthen technology-driven support.

To safeguard the quality and safety of every bottle of "Lüliangshan" baijiu, Xinghuacun Liquor Group has established a national-level baijiu inspection and testing center that integrates food, water quality, air, soil, and liquor analysis—equipped with cutting-edge international testing equipment and staffed by a dedicated team of expert professionals. This ensures rigorous control across the entire production process, from raw material selection and fermentation to final product release, guaranteeing that every bottle meets the highest quality standards.

On the level of technology empowerment, Xinghuacun Liquor Group, in collaboration with industry associations and research institutions, has taken the lead in establishing the China Light-Aroma Baijiu Professional Committee and Research Institute. These initiatives focus on areas such as interpreting industry policies, formulating sector standards, and tackling critical technological challenges—providing not only a robust scientific foundation for the innovative development of the light-aroma baijiu industry but also solid technological support for enhancing the quality of the "Lüliangshan" series of baijiu.

Perfecting the product portfolio,携手共同赢得市场未来

At this year's Sugar and Wine Fair, Xinghuacun Liquor Group showcased its flagship "Lüliangshan" series—a comprehensive product lineup that spans ultra-premium, premium, mid-to-high-end, and mass-market segments, offering diverse options to meet the needs of various consumption scenarios.

• The ultra-premium "Glory" series (55° Golden Inlaid Jade): Crafted from organic sorghum, this exquisite brew combines traditional brewing methods with masterful blending techniques, perfectly showcasing the elegance of a top-tier fine wine.

• The premium "Honor" series (Mountain Peak Blue: 30 models at 53% ABV, and 20 models at 42% ABV): Featuring a taste profile that is "smooth, mellow, and delightfully sweet on the palate," perfectly aligning with the sophisticated needs of high-end business gatherings and banquets.

• The mid-to-high-end “Rongguang” series (Hongyun 53% ABV, Hongfu 42% ABV): Featuring a vibrant red as the primary color for the bottle packaging, these spirits deliver a visually lively and celebratory appeal, perfectly tailored for wedding banquet settings.

• Volkswagen’s “Rongxing” series (53% ABV, 42% ABV): Offering excellent value combined with a premium quality feel, perfectly suited for everyday casual drinking, intimate gatherings with friends, and family meals—essential scenarios for any occasion.

During the exhibition, the "Lüliangshan" series of baijiu received unanimous praise from distributors for its exceptional quality. A distributor from Jiangsu commented: "This liquor not only boasts a pure taste and reliable quality, but also exudes a sophisticated elegance combined with Shanxi's rich cultural heritage—making it undeniably competitive in the Jiangsu market." Currently, several distributors have already expressed preliminary interest in collaborating with our group.

In the future, Xinghuacun Liquor Group will continue to uphold the responsibilities of a leading enterprise, inheriting and innovating the clear-fragrance baijiu-making techniques. We will spearhead Lüliang’s baijiu industry toward higher-quality development, ensuring that the crisp aroma of "Lüliang Mountain" spreads across China and reaches the global stage—injecting "Lüliang Power" into the thriving growth of China’s baijiu sector.