Langjiu’s Longma Winery to Begin Trial Operations in December, Completing ‘Twin Stars’ Strategy
On September 23, 2026, Chinese baijiu maker Langjiu held its autumn brewing ceremony and announced Phase I of its Longma Winery in Luzhou will begin trial operations in December 2026. The 15-billion-yuan, 5,000-mu facility complements the existing Langjiu Winery, forming a “Twin Stars” strategy to support its Jianxiang (blended-aroma) baijiu category. The flagship Longma Lang product, launched in 2025, targets the 200-500 yuan price segment and has shown strong performance in Shandong, Henan, and Sichuan provinces.
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Langjiu's 'Twin Stars' Strategy Advances with Longma Winery Trial Operation Set for December
On September 23, 2026, Langjiu held its autumn brewing ceremony at its Nongjiang-Jianxiang production base, officially launching the 2026 batch of autumn production. The company announced that the first phase of the Longma Winery will begin trial operations in December 2026, marking a key milestone in its 'Twin Stars' strategy alongside the existing Langjiu Winery on the Chishui River. The article details Langjiu's '54321' production process, which has evolved over 50 years to create its unique Nongjiang-Jianxiang (strong-aroma and sauce-aroma) baijiu style. It highlights the company's technical achievements, including its team winning the top three spots at the 2026 National Baijiu Body Design Competition. The flagship Longma Lang product, launched in 2025, targets the 200-500 yuan price segment and has shown strong market performance in provinces like Shandong, Henan, and Sichuan. The Longma Winery, a 150-billion-yuan investment spanning 5,000 mu, will eventually support annual production of 150,000-200,000 tons and storage of 500,000 tons. Langjiu's strategy aims to maintain its sauce-aroma premium position while achieving leadership in the Nongjiang-Jianxiang category, with the Longma Winery serving as the core driver for this second growth engine.
Langjiu Forms 'Chinese Lang·Winery Twin Stars' as Its Jianxiang Strategy Advances with Longma Winery Trial
On September 23, 2026, Langjiu held its autumn fermentation opening ceremony at its Nongjiang-Jianxiang产区, officially starting the 2026 batch of Jianxiang production. The company announced that the first phase of the Longma Winery will begin trial operations in December 2026, marking a key milestone in its 'Chinese Lang·Winery Twin Stars' strategy alongside the existing Langjiu Winery on the Chishui River. The article details Langjiu's Jianxiang quality system, including the '54321' production process developed over 50 years, and its market performance. The flagship Longma Lang product line, launched in 2023, targets the 200-500 yuan price segment with three variants (Gold Horse, Black Horse, White Horse) for different occasions. Market expansion is reported in core provinces like Shandong, Henan, and Sichuan, with over 20,000 core retail partners. The Longma Winery, a 15 billion yuan investment spanning approximately 5,000 mu, will include production areas, a ceramics zone, and a cultural experience zone. Langjiu General Manager Wang Bowei stated the company will maintain its strategy of 'sauce-aroma high-end, Jianxiang leading, both aromas excellent,' with the Longma Winery supporting the Longma Lang flagship product. The winery is expected to eventually support annual production of 150,000-200,000 tons and storage of 500,000 tons of Jianxiang baijiu.
Read sourceLangjiu Forms 'Twin Distilleries' Strategy, Advances Jianxiang Liquor Ambition with Longma Winery Opening
Chinese baijiu giant Langjiu (Langjiu Group) announced the formation of its 'Twin Distilleries' strategy during its 2026 Autumn Brewing Opening Ceremony on September 23. The company confirmed that the first phase of its Longma Winery (Longma Jiuzhuang) in Luzhou will begin trial operations in December 2026, complementing its existing Langjiu Winery on the Chishui River. This marks a major step in Langjiu's 'Jianxiang' (Nongjiang Jianxiang, a hybrid aroma type) liquor strategy. The article details the company's quality credentials, including its '54321' production process and a technical team with 31 national liquor tasters. It highlights the market performance of its flagship Longma Lang product, launched a year ago, which targets the 200-500 yuan price segment and has seen success in wedding and business banquet scenes in key provinces like Shandong, Henan, and Sichuan. Langjiu General Manager Wang Bowei reiterated the company's strategy of 'high-end Jiangxiang, leading Jianxiang, dual-aroma excellence,' with the Longma Winery set to support annual production of 150,000-200,000 tons and storage of 500,000 tons of Jianxiang liquor. The winery, a 15 billion yuan investment, is also part of Luzhou's broader plan to build a world-class baijiu industrial cluster.
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Langjiu's 'Twin Chateaux' Strategy Takes Shape as Longma Winery Opens Phase One in December
On September 23, Langjiu Co. general manager Wang Bowei announced at the 2026 autumn brewing ceremony that the Longma Winery in Luzhou's Longmatan District will partially open to the public in December 2024, with full operations beginning in March 2025. This marks the completion of the 'second pole' in Langjiu's 'Chinese Lang·Twin Chateaux' strategy, following the Langjiu Estate on the left bank of the Chishui River. Wang stated the twin-chateau structure will lead China's baijiu industry beyond traditional workshop models into a chateau-based development phase. The Longma Winery, with a total investment of 15 billion yuan and a planned area of about 5,000 mu, includes three functional zones: a production area for strong-aroma and sauce-aroma baijiu, a supply chain and ceramic art area, and a hospitality and experience zone featuring hotels, a wine culture center, commercial areas, and a performance center. The winery supports the Longma Lang flagship product, which has shown strong performance in Shandong, Henan, and Sichuan provinces since its launch one year ago.
Read sourceLangjiu Pushes Jianxiang Strategy; Longmalang Anniversary and Longma Winery Opening Announced
On September 23, 2026, Langjiu held its annual autumn brewing ceremony at its Luzhou浓酱兼香产区, coinciding with the first anniversary of its flagship Jianxiang product, Longmalang. Langjiu General Manager Wang Bowei detailed the progress of the company's Jianxiang (兼香) strategy, first announced by Chairman Wang Junlin in February 2023. The strategy aims to make Langjiu a leader in the Jianxiang baijiu category, with a dual focus on premium Jiangxiang and leading Jianxiang. Key milestones include the groundbreaking of the Longma Winery in 2023, the activation of a 150,000-ton pottery jar liquor storage in 2024, the launch of the Longmalang product in September 2025, and the establishment of Longmalang Sales Co., Ltd. in March 2026. The company also announced that the Longma Winery, a 15-billion-yuan investment, will officially open to guests in March 2027, with its hotel phase one starting trial operations in December 2026. The winery is described as a modern, fashionable facility that, alongside the classic Langjiu Winery, forms a 'twin-star' global baijiu winery layout.