Xinghuacun Liquor Group Makes Its Debut at the 4th China Famous Liquor Conference

Lüliangshan Liquor Wins Two Major Awards

With the spring weather mild and the scenery bright, renowned liquors gather in one place. On March 22, the Fourth China Famous Liquor Conference was grandly held during the Chengdu Sugar and Wine Fair. Under the theme “Inheriting Famous Liquors, Reinvigorating Their Value,” the conference brought together industry leaders to discuss new pathways for the development of famous liquors. Shanxi Xinghuacun Liquor Group was invited to attend, and Guo Jian, General Manager of Shanxi Fenxiang Qingquan Sales Co., Ltd., delivered a keynote speech.

Lüliangshan Liquor, under the Group, has, thanks to its outstanding quality and strong brand presence, proudly clinched two prestigious awards: “China’s Famous Liquor—Clear-Aroma Famous Liquor” (Lüliangshan Jinxiangyu) and “China’s Famous Liquor—Business-Class Famous Liquor” (Lüliangshan Shanfeng Blue 30), establishing itself as a standout brand in the clear-aroma baijiu category at this year’s conference.

In his speech, General Manager Guo Jian stated that Xinghuacun Liquor Group has always firmly believed that heritage is the very foundation of renowned liquors, while innovation is the path to their future. Only by staying true to our original aspirations without clinging to the past, and by daring to innovate without losing sight of our roots, can we breathe new life into time-honored brands and ensure that the value of China’s celebrated liquors continues to shine brightly in the modern era.

Upholding the roots and forging the soul: solidifying the foundation of renowned liquors through inheritance.

As a living embodiment of Chinese liquor culture, Xinghuacun boasts a six-thousand-year brewing heritage and a three-thousand-year tradition of light-aroma baijiu, situated in the heart of China’s premier production region for this style. Guo Jian emphasized that the group takes cultural inheritance as its foundation and artisanal craftsmanship as its soul, thereby safeguarding the spiritual essence and quality cornerstone of its renowned liquors.

Red culture forges the brand’s spirit: Lüliang’s heroic land has imbued Xinghuacun Liquor with a distinctive national ethos, and its mellow,清香 baijiu once served as “spiritual ammunition” supporting Shanxi’s resistance against Japanese aggression, vividly embodying the Lüliang Spirit and the indomitable spirit of the Yellow River. A rich historical heritage nurtures the brand’s depth: the group is firmly rooted in Xinghuacun’s core production area, sourcing local organic grain and deep, karst-fed mountain spring water, while steadfastly upholding the traditional methods of earthen-pit, pure-grain solid-state fermentation and double-steaming for clarity. The artisanal spirit passed down from master to apprentice has become part of the company’s very DNA. Lüliangshan Liquor shares the same origins as Fenjiu: it embraces the “Eight Commonalities”—common ancestry, common production region, common water source, common raw grains, common brewing techniques, common blending, common qu, and common dedication—and employs the “3271” quality code to forge rigorous craftsmanship, resulting in the “Four Good” attributes of genetic purity, exceptional taste, comfortable body sensation, and outstanding health benefits. The award-winning Lüliangshan Shanfeng Lan 30 and Lüliangshan Jinxiangyu are prime examples of this commitment.

Empowering through innovation to revitalize the timeless value of renowned liquors.

In response to emerging consumer demands, the liquor industry group remains committed to innovation rooted in tradition, continuously investing in four key areas: production techniques, product development, brand building, and value creation.

Process Innovation: Driving the integration of traditional brewing techniques with smart technology, with an investment of RMB 35 million to build a national-level baijiu testing and inspection center, establishing a scientific quality-control system, and achieving green, low-carbon, and precision brewing. Product Innovation: Focusing on youth appeal, internationalization, and scenario-based consumption, we are expanding our portfolio across high-, mid-, and low-end segments to create fashionable spirits that excel in appearance, taste, and lightness. Brand Innovation: Leveraging youthful language and digital marketing to tell compelling brand stories, while capitalizing on the “Hero Lüliang” city IP to establish the brand’s core positioning: “Hero Lüliang—Premium Light-Aroma Baijiu.” Value Innovation: Extending beyond products to encompass cultural experiences, tourism–culture integration, and health-conscious consumption, delivering triple value—exclusivity, emotional connection, and financial benefits—to consumers.

Uphold our mission and establish a benchmark for the value of premium light-aroma baijiu.

As a state-owned liquor enterprise under the jurisdiction of Lüliang City, Xinghuacun Liquor Industry Group has adopted a core strategy centered on “high standards, large-scale base liquor production, and strong branding,” with the vision of becoming the leading player across the entire Qingxiang-style baijiu value chain and building five world-class bases. Anchored by the goal of “building Lüliang into the ‘Liquor Capital,’” the Group is advancing its 15th Five-Year Plan under the “12345” development framework, striving to achieve the “2551” production capacity target by 2030 and establishing itself as a key pillar in the development of a world-class core production region for Qingxiang-style baijiu.

At the industry level, the Group actively participates in the development of the standard system for light-aroma baijiu, leading or contributing to the formulation of numerous national and local standards. In terms of social responsibility, the Group is committed to green development, striving to achieve an organic integration of economic, social, and ecological benefits.

This dual award as a prestigious liquor brand underscores the industry’s and the market’s high regard for Xinghuacun Liquor Group’s quality and brand. Taking this recognition as a new starting point, the Group will remain true to its original commitment to producing renowned liquors, strengthening its foundation through heritage preservation while driving growth through innovation. It will continue to set the benchmark for the value of清香 (qingxiang) baijiu, ensuring that Xinghuacun’s millennia-old清香 aroma shines even more brilliantly in the new era and contributing to the high-quality development of China’s baijiu industry.

Honoring Moment for Award-Winning Products