Huacheng Winery was invited to attend Baoji’s first Wine Expo.

From October 26 to 28, 2023, the China (Baoji) International Wine Industry Expo, hosted by the China Chamber of International Commerce and organized by the Baoji Municipal Council for the Promotion of International Trade, was held at the Baoji International Convention and Exhibition Center. This year’s expo was themed “Silk Road Fine Wines—A World of Rich Aromas,” and attracted trade representatives from countries along the Belt and Road, representatives from major wine importers, and leading distributors to participate in this industry event. The expo brought together over 200 renowned domestic and international wine companies, including Xifeng Liquor, Moutai, Wuliangye, Luzhou Laojiao, and Jiannanchun. Huacheng Winery was invited to exhibit at the event. At the venue, participants engaged in extensive discussions on wine industry cooperation and development through various activities such as product displays, thematic forums, business negotiations, and project promotions.

This exhibition is not only the premier event for "Fengxiang-style baijiu," but also a crucial opportunity for Huacheng Winery’s sauce-aroma baijiu to connect with both domestic and international markets. Taking this as an opportunity, Huacheng Winery will engage in in-depth exchanges and learning from representatives of liquor enterprises and consumer groups from various regions, sharing the unique mellow flavor of Huacheng’s sauce-aroma baijiu. Moreover, Huacheng Winery will promote the distinctive sauce-brewing techniques pioneered by the older generation of Moutai artisans, as well as the profound historical and cultural heritage of sauce-brewing in Maotai Town—the “Capital of Sauce-Aroma Liquor.”

Baoji International Convention & Exhibition Center, Hall 3 (A3-9 Huacheng Liquor Pavilion)

Along the Chishui River, the Pu people are skilled in brewing.

The Era of Yu the Great ， On the banks of the Chishui River of the Indigenous people —The Puyu people (Puyu ethnic group) were already skilled in brewing. In their naturally favorable brewing environment, they used water from the Chi River to produce wines that were distinct from those made elsewhere. Sima Qian’s “Records of the Grand Historian” records that Tang Meng was dispatched on a mission... South Yue from the land of Nam Viet (today’s Renhuai County, where Maotai Town is located) Goujiang Wine Presented to Emperor Wu of Han, it was praised by Emperor Wu of Han as “sweet and delicious.” Tang and Song During this period, the brewing techniques in the Maotai area further developed, and “...” was produced by fermenting grains with qu. Daqu liquor It began to be designated as tribute wine for successive dynasties and, via the Southern Silk Road, spread overseas.

Three-flavor shaping, pioneering the sauce aroma.

In 1951, the state merged the three privately-owned distilleries—“Ronghe Distillery,” “Hengxing Distillery,” and “Chengyi Distillery” (known as “Hua Mao,” “Wang Mao,” and “Lai Mao”—the best-quality and largest-scale distilleries in Maotai Town)—through purchase and confiscation, establishing the state-owned Maotai Liquor Factory. In 1956, the Department of Light Industry of Guizhou Province set up a pilot committee for Maotai liquor under the leadership of Luo Qingzhong, then deputy director of the factory, and his team. In 1965, after years of scientific experimentation and careful summarization, the Maotai liquor pilot working committee led by Luo Qingzhong officially defined the three typical styles of Guizhou Maotai liquor—sauce aroma, mellow sweetness, and cellar-bottom aroma—and at the first National Baijiu Research Conference held in Luzhou, formally announced that the aroma type of Maotai liquor was “sauce aroma,” abbreviated as “Three-Aroma Standardization.” This marked a milestone in the history of Chinese baijiu aroma classification and became the production quality standard for modern Maotai liquor.

Sauce Father Luo Qingzhong

Sauce Father’s Legacy, Timeless Classics

For this reason, Mr. Luo Qingzhong has been respectfully hailed by the industry as “a master of his generation and the ‘Father of Jiangxiang’.” In August 1994, the “Father of Jiangxiang,” Mr. Luo Qingzhong, retired from the Moutai Distillery. Adhering to the principle of “choosing one profession, mastering one skill, and dedicating one’s entire life to it,” in 1999, Mr. Luo Qingzhong led his family members to establish the “Jinniu Distillery” in Maotai Town. There, he passed down to his descendants the brewing techniques and blending secrets he had mastered throughout his life, ensuring that the authentic Maotai-style Jiangxiang liquor would be perpetuated for generations to come. In 2001, the “Jinniu Distillery” was officially renamed “Huacheng Liquor Industry.” That same November, the Moutai Distillery presented Mr. Luo Qingzhong, the “Father of Jiangxiang,” with a special certificate commemorating his fifty-year contribution to the glory of China’s national liquor, Moutai.

Certificate of Special Contribution from Jiangfu Luo Qingzhong to the Maotai Distillery

Seize innovation and set sail on a journey of great ambition.

To date, Huacheng Liquor Industry has been passing down its heritage for over 24 years. Lou Fanglin, the fourth-generation direct heir, stated that to successfully carry on the brewing techniques of sauce-aroma baijiu, it’s essential to effectively convey the cultural essence of this style and proactively adapt to changing times. Huacheng Liquor Industry Group warmly invites liquor enthusiasts from around the world to visit Hall 3 (Booth A3-9, Huacheng Liquor Industry Pavilion) at the Baoji International Convention & Exhibition Center, where you can savor the exquisite wines crafted by the “Father of Sauce-Aroma” and join us in celebrating this industry event. Together, we can explore opportunities for collaboration and exchange, and jointly promote Chinese baijiu onto the global stage.

Huacheng Wine Group Baoji Operations Center Team

This exhibition will also feature the “Premium Wine Special Offer—Enjoy Baoji” promotion, the press conference on the outcomes of the China (Baoji) International Wine Industry Expo, a series of specialized product presentations, and the 23rd China (Baoji) International Wine Culture and Creative Design Competition, among other concurrent events.