Luoping Laochang Liquor

Luoping Laochang Liquor

　　Luoping produces a type of corn liquor known as Laochang Liquor because it originates from Laochang Village at the foot of Tiger Mountain. With over 150 years of brewing history, this liquor is made using a pure corn fermentation method without added alcohol, drawing on the area’s uniquely high-quality spring water and traditional copper pot brewing techniques. The result is a richly flavored, strongly aromatic spirit that has won widespread popularity among locals. In 1974, it was awarded the title of Provincial Quality Product, making it a truly well-regarded “fine liquor” in northeastern Yunnan.

　　Visitors to Luoping often try to bring back a bottle—or several—of Laochang Liquor either for their own enjoyment or to give as gifts to family and friends. But for a long time, due to small-scale workshop production, output was limited, so people often “heard of it often” but “seldom saw it.” It wasn’t until recent years that Luoping began to develop Laochang Liquor as a new economic growth point. By adopting a “company + farmer” model to scale up production, the fine liquor finally made its way out of the mountains and became popular in cities such as Qujing and Kunming. In 1995, while Tuopai Goji Liquor was gaining popularity in Qujing, Laochang Liquor bid farewell to its bulk packaging past. With a modest makeover, it quickly secured a place in the market, and sales continued to soar. Before long, its reputation had spread far and wide, demand outstripped supply, and counterfeit versions even began appearing on the market. In August 1996, authorities launched a one-month anti-counterfeiting campaign to protect the liquor’s authentic identity.

　　Today, in developing Laochang Liquor, Luoping County has implemented a “brand strategy.” On one hand, they continue to improve quality by extending fermentation periods while retaining traditional methods, and have developed new varieties such as Laochang Chun (Pure) and Laochang Cellar Liquor, all with updated packaging to meet diverse consumer needs. On the other hand, they’ve upgraded production equipment and technology, increasing annual output to 2,000 tons. From production scale and quality to marketing strategies, every effort is being made to establish and maintain a strong brand.

　　The true reputation of Laochang Liquor is earned through drinking. After all, Luoping people are almost as famous for their drinking capacity as the liquor itself. It seems only logical that a place known for good liquor would also have people who can drink well. When visiting Luoping, locals won’t serve you any other liquor—they’ll start with a few bottles of Laochang Liquor, and if more is needed, they’ll simply bring out more Laochang Liquor. All of it is richly aromatic, heady, and deeply flavorful—so strong it makes your head spin, so fragrant it whets your appetite, and so smooth it’s authentically pure. The host will insist, as your senses grow increasingly hazy, that Laochang Liquor “won’t give you a headache.” And indeed, you may not even feel that “headache” coming on before you’ve already drifted into a pleasant drunken state.

　　Perhaps the real charm of Laochang Liquor lies in drinking it with the people of Luoping—or in Luoping itself. In doing so, the unique character, humor, and warmth of the region and its people infuse the liquor, adding deeper meaning and emotion to each sip. This, too, could be considered a form of liquor culture.