Liberating the Chinese Spirit: Luzhou Laojiao (LZLJ), the Iconic Chinese Liquor, is Coming to the UK This Weekend

Liberating the Chinese Spirit: Luzhou Laojiao (LZLJ), the Iconic Chinese Liquor, is Coming to the UK This Weekend

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LONDON, April 2, 2014 /PRNewswire/ — In a first move out of its native China, the Iconic brand Luzhou Laojiao is believed to be formulating plans to delight Western consumers, who have been denied its charms for too long. Top executives are in the UK to meet British chiefs for talks on market entry and reciprocal deals in China.

For those of you who have not enjoyed ‘LUJO’, you can rest assured that it represents one of China’s great heritage brands — stretching back to 1573 from China’s Sichuan province.

Made from pure fermented and distilled sorghum and over 50% proof, LUJO’s refinement and style belies an unmistakable force of nature that Chinese connoisseurs believe to be an elixir of conversation. Unusually, during distillation, special local clays are used to filter the liquor. This process gives rise to its unique aroma and taste and is designed to ‘liberate the spirit’.

Luzhou Laojiao is seen as a valued and respected gift between dignitaries and business people. But most of all, the brand represents the spirit and heritage of traditional China and Chinese craftsmanship that has persisted through the ages. So, when you are wondering what to get your Chinese guests, Luzhou is the classic answer.

Mr Ming Xie Chairman of Luzhou says, “Our hope is to make Luzhou the Icon of respect and tradition among everyone in and beyond China. Perhaps you can think of it as ‘the spirit of interaction between peoples.'”

Luzhou Laojiao is being supported by both CBBC (UKTI) and media partner Propeller TV.

Luzhou Laojiao is pronounced ‘Loo-joe Lau ji-ow’.

Sorghum is a gluten-free grain that is high in antioxidants, drought resistant and the fifth largest grain consumed in the world.

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