Xinghuacun Liquor Group Makes Its Debut at the Chengdu Sugar and Wine Fair’s “Shanxi Brands Go National” Event

Lüliangshan Liquor Showcases the Charm of Its Light Aroma

On March 24, during the Chengdu Sugar and Wine Fair, the “Shanxi Brands Go National—Special Session on Light-Aroma Baijiu” event was successfully held. Shanxi Xinghuacun Liquor Industry Group made a high-profile appearance, with Yang Qi, Deputy General Manager of the Sales Company, delivering a live brand presentation that comprehensively showcased the group’s robust state-owned enterprise credentials, its advantageous production region, and the unique appeal of Lüliangshan liquor, while extending a sincere invitation to business partners nationwide for mutually beneficial cooperation.

State-Owned Enterprises Step Up, Raising a New Banner of Pure Fragrance

As a large state-owned baijiu enterprise in Lüliang City, Xinghuacun Liquor Industry Group was established in line with the city’s 14th Five-Year Plan for the development of the brewing industry, and is entrusted with the important mission of revitalizing Lüliang’s light-aroma baijiu sector. The Group steadfastly implements a strategy centered on “high standards, large-scale base liquor production, and strong branding,” striving to become the leading enterprise across the entire light-aroma baijiu value chain and anchoring its development goals on “five first-class” benchmarks:

· China’s premier production and supply base for light-aroma baijiu

· A premier operational and incubation hub for China’s top light-aroma baijiu brands

· China’s premier storage base for light-aroma baijiu

· China’s premier training base for professional baijiu talent

· China’s premier research base for quality inspection across the entire baijiu industry chain

Leveraging robust, cutting-edge capabilities to drive high-quality development of the Lüliang Qingxiang baijiu industry.

A region of exceptional terroir, nurturing premium clear-aroma baijiu.

The group is located in the eastern part of the core production area for Qingxiang-style baijiu in Xinghuacun, at the mysterious latitude of 37°N—one of the world’s ten premier spirits-producing regions and the very heartland of Qingxiang-style baijiu. It boasts a six-thousand-year-old brewing heritage and an exceptionally favorable ecological environment. Benefiting from the high-quality ecology of Zixia Mountain, a subrange of the Lüliang Mountains, with distinct four seasons and a rich microbial community, it provides unparalleled natural conditions for producing premium Qingxiang-style baijiu. Leveraging five unique advantages, Lüliangshan Liquor crafts exceptional spirits, setting the benchmark for authentic Daqu Qingxiang-style baijiu:

· Led by a Master: Technical guidance from Mr. Guo, a Chinese Brewing Master and national-level inheritor of intangible cultural heritage, with every team member steadfastly committed to artisanal brewing.

· Tao Tan Dizang: Aged in ceramic jars under constant-temperature conditioning, resulting in a rich, full-bodied liquor with a clear, mellow character that reveals aged complexity.

· Fine water for brewing: sourced from deep karst groundwater beneath Mount Zixia, pure and rich in minerals.

· Three-Stage Aroma Development: Fermentation using three types of daqu results in a rich microbial profile and a full, layered flavor.

· Traditional brewing techniques: Adhering to “double steaming with pure water and solid-state fermentation in earthen jars,” ensuring a clean, mellow, and refreshingly sweet flavor from start to finish.

A brand has soul—honoring every moment of glory.

Lüliangshan Liquor upholds “Proud of You” as its brand value, celebrating life’s most cherished moments of honor, happiness, glory, and prosperity. At the event, the brand highlighted its four flagship product lines—Honor, Blessing, Glory, and Prosperity—catering to a wide range of consumption occasions. With the brand slogan “Heroic Lüliang, Premium Light-Aroma,” Lüliangshan Liquor carries forward the Lüliang spirit and showcases the profound cultural heritage of light-aroma baijiu.

We sincerely invite you to collaborate for a shared, fragrant new future.

At this promotional event, the Group is rolling out a range of collaborative models nationwide, including overseas agency partnerships, custom development, and distribution collaborations. Upholding the principles of “sharing, mutual prosperity, win-win outcomes, and joint development,” the Group is working hand-in-hand with business partners to expand markets and co-create value.

The Chengdu Sugar and Wine Fair was not only a comprehensive showcase of the Group’s brand image but also a powerful statement of the strength of清香-style baijiu. Moving forward, Shanxi Xinghuacun Liquor Industry Group will continue to uphold its responsibilities as a state-owned enterprise, uphold artisanal quality, and embrace innovative thinking to create a new flagship baijiu and jointly forge a bright future for the 清香 style.

We cordially invite friends from all walks of life to visit Shanxi Xinghuacun Liquor Group, savor our premium light-aroma baijiu, and join us in building a glorious future together!