Langjiu's Longma Winery to Open in March 2027, Advancing Its Jianxiang Strategy

As the autumn breeze brings refreshing air and the osmanthus fragrance fills the surroundings, the baijiu industry welcomes another annual brewing season. On September 23, the "2026 Langjiu Autumn Fermentation Opening Ceremony" was held at Langjiu's Luzhou Nongxiang-Jianxiang production base.

This year's ceremony coincided with the first anniversary of the launch of Longmalang. One year ago, Langjiu's flagship Jianxiang product, Longmalang, was unveiled at this very event. One year later, the product has transitioned from a new market entry to deep and refined market cultivation. Meanwhile, the Longma Winery, built with an investment of approximately RMB 15 billion, is scheduled to officially open its doors in March next year.

At the event, Langjiu Group Chairman Wang Junlin, Langjiu Co., Ltd. General Manager Wang Bowei, and other Langjiu representatives gathered with distributors, channel partners, member representatives, and media from across the country to jointly witness the deepening advancement of Langjiu's Jianxiang strategy.

Systematic Progress of the Jianxiang Strategy

Wang Bowei systematically outlined the development trajectory of the Jianxiang strategy:

• February 8, 2023: Chairman Wang Junlin announced the Langjiu Jianxiang strategy, establishing a strategic framework of "premium Jiangxiang, leading Jianxiang, excellence in both aromas," with the goal of becoming the leader in Jianxiang baijiu.
• 2023: The Longma Winery officially broke ground.
• 2024: The 150,000-ton pottery jar liquor storage facility was officially put into operation, further solidifying the Jianxiang storage capacity base. The Jianxiang Business Division was established and began operations in the same period.
• September 2025: At the Autumn Fermentation Ceremony, Langjiu launched its strategic Jianxiang product, Longmalang.
• March 2026: The Jianxiang Business Division was independently upgraded, and Longmalang Sales Co., Ltd. was established.

"Throughout this journey, every step of Langjiu's Jianxiang strategy has been deliberate and forward-moving, upholding a commitment to quality," Wang Bowei stated. He emphasized that Langjiu adheres to its mission of "brewing good liquor." Relying on the premium Jiangxiang产区 on the left bank of the Chishui River, the company's high-quality Jiangxiang liquor storage has exceeded 300,000 tons. Simultaneously, leveraging the core Nongxiang产区 in the upper reaches of the Yangtze River, the raw liquor storage capacity at the Nongxiang-Jianxiang production base has also reached 300,000 tons.

Earlier this year, Langjiu formally established a presence in the Yibin产区, further strengthening the foundation of its Jianxiang production capacity. With three production regions and three distinct terroirs, the company now produces raw liquor with richer flavor profiles—inclusive and comprehensive—reinforcing Langjiu's unwavering pursuit of Jianxiang quality.

Longma Winery Nears Completion

As the brand origin of Langjiu's Jianxiang story, the Longma Winery has also reached a new milestone.

The winery, built with an investment of approximately RMB 15 billion, comprises three sections: a Jianxiang liquor production base, a core experience area, and a Langjiu ceramic bottle packaging zone. Located in Luzhou, it benefits from a superior geographical position and convenient transportation. The hotel within the experience area features a modern, youthful, and stylish design. Trial operations for the first phase of the hotel are expected to begin in mid-December this year, with the Longma Winery officially opening its doors in March next year.

According to industry insiders, if the Langjiu Winery on the left bank of the Chishui River represents classic elegance, then the Longma Winery in Luzhou embodies vitality and modernity. Together, they form the "twin stars" of China's world-class baijiu wineries. In the future, both are expected to lead the Chinese baijiu industry beyond traditional workshop-style development models, ushering in a new era of winery-based operations that looks toward the future and reaches out to the world.

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