Wang Bowei, CEO of Sichuan Langjiu Co., Ltd., emphasized that the distillery’s growth hinges on a strict adherence to time-honored brewing techniques and the unique storage conditions of Tianbao Mountain. The company currently holds 300,000 tonnes of sauce-aroma baijiu, limiting annual sales to no more than one-tenth of its total inventory to ensure market exclusivity and quality control. This approach reflects a broader industry consensus that premium quality remains the primary defense against economic headwinds.
Global Liquor Estates Pivot Toward Heritage to Defy Market Slumps
Against a backdrop of shifting consumer preferences and falling global liquor demand, industry leaders from China and Europe convened at the Langjiu Estate in Sichuan. The forum centered on a singular strategy for survival: balancing centuries-old production traditions with modern, experience-driven branding to navigate volatile market cycles.
International counterparts echoed this commitment to long-term value. Ryan Camus of the French distillery Maison Camus credited the company’s endurance to independent operations, while Laurenz P. Lergenmüller, CEO of Weingut Schloss Reinhartshausen, highlighted the meticulous maintenance of vintage stocks dating back to 1861. By integrating architectural landmarks like the Golden Goblet Castle and hosting over one million visitors since 2020, Langjiu is actively retooling its public image. These efforts aim to bridge the gap between traditional craft and the evolving expectations of younger consumers, signaling a move toward experiential luxury in the global spirits market.
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