Laizhou Distillery, a spirits producer based in China, has won four awards in the 2024 Just Drinks Excellence Awards, in the Environmental, Innovation, Marketing, and Product Launches categories.
The Just Drinks Excellence Awards celebrate the greatest achievements and innovations in the beverages industry. Powered by GlobalData’s business intelligence, the Awards recognize the people and companies that are driving change in the industry.
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Laizhou Distillery won the Environmental award for its sustainable “Mongolian Oak Breeding Program”, Innovation award for setting a “Gold Standard” in cask production, Product Launches award for its new LING-LIE VODKA and JIAO-YU GIN, combining traditional methods with contemporary flair, and Marketing award for its successful “Flavors collection of Chinese Mongolian Casks” campaign.
Pioneering environmental efforts with Mongolian Oak
Laizhou Distillery’s commitment to environmental sustainability has been recognized with an award for its “Mongolian Oak Breeding Program.” From an academic standpoint, Mongolian oak and Quercus mongolica are considered the same species, thus it is the same species as the so-called Mizunara of Japanese Whiskies. Building on this understanding, the initiative represents a significant step towards the sustainable sourcing of Mongolian Oak, essential for the company’s cask-making process. By partnering with Beijing Forestry University, Laizhou Distillery is not only ensuring the conservation of this natural resource but also improving the quality of the wood, which is critical for the aging of spirits.
The breeding program aims to enhance the tyloses content in the wood, which is vital for watertightness and, consequently, the quality of the aging process. This focus on developing sustainable forestry practices demonstrates the company’s proactive approach to addressing the environmental impact of its operations and its commitment to long-term ecological balance.
Setting the gold standard in cask making
Innovation is at the heart of Laizhou Distillery’s operations, as evidenced by the development of the “Gold Standard” for Chinese Mongolian Casks. This breakthrough in cask-making technology enhances watertightness and flavor extraction. By scientifically identifying the optimal characteristics of Mongolian Oak, Laizhou Distillery has established a new benchmark that could lead to further advancements in wood treatment and cask construction. The innovation improves the quality of aged spirits. The “Gold Standard” includes specific criteria such as the aperture of the wood vessel and the percentage of the vessel occupied by tyloses, ensuring that each cask produced meets the highest standards of quality and contributes to the superior flavor profile of the spirits aged within.
Innovative product launches that redefine spirits
The company’s product launches have also been lauded, with Chinese Mongolian Casks and LING-LIE VODKA leading the charge. The Chinese Mongolian Casks combine traditional craftsmanship with modern scientific research, potentially opening new markets for Chinese whisky. LING-LIE VODKA’s meticulous seven-tower distillation process and bamboo charcoal filtration redefine vodka purity and taste. The innovative use of bamboo charcoal, known for its porous structure and mineral richness, infuses the vodka with a unique smoothness and purity that sets it apart in the market.
Additionally, JIAO-YU GIN’s selective distillation process and smart implementation of extraction technology create a gin with a unique, layered aroma. The distinctive packaging of both spirits incorporates regional cultural elements, offering a profound visual appeal and aligning with consumer interest in localized spirits. This approach not only enhances the consumer experience but also reflects Laizhou Distillery’s commitment to cultural authenticity and quality.
Engaging marketing campaigns that resonate
Laizhou Distillery’s marketing prowess was recognized with an award for its interactive “Flavors Collection of Chinese Mongolian Casks” campaign, which successfully engaged consumers and secured extensive media coverage, amplifying the product launch. By creating a compelling narrative around the Chinese Mongolian Casks and leveraging the Beijing Whisky Festival, Laizhou Distillery effectively communicated the unique selling proposition of its product to a broad audience.
The campaign’s resonance with the growing global interest in sustainable and innovative products is a testament to the company’s marketing acumen. The interactive nature of the campaign, which invited whisky enthusiasts to participate in the creation of flavors, not only fostered consumer engagement but also highlighted Laizhou’s exploration of Chinese flavors, positioning Chinese Mongolian Casks as a signature mark of Chinese whisky in the global market.
“We are delighted to receive several 2024 Just Drinks Excellence awards for the innovative Chinese Mongolian Cask with the “Gold Standard” and product launches of white spirits. Laizhou is honored to share the gold standard of Chinese Mongolian Cask with all industry practitioners. This recognition further fuels our dedication to make more effort in Chinese whisky, as we embark on an exciting journey to explore the vast potential and endless possibilities of whisky.” – Laizhou Distillery
Company Profile
Founded in the southern part of the “Land of Abundance”
Laizhou Distillery, owned by Shanghai Bairun Investment Holding Group Co., Ltd, is in Qionglai City in Sichuan, which has been a prime distillation area since ancient times. The region’s hydrology, water quality, and microbial profile bless it with all the advantages of making high-quality whisky. Intent on living up to the area’s fame as the “best area within the southern part of the Land of Abundance” and creating new milestones in China’s liquor production history, the team named the distillery “Laizhou” to anchor it to the region’s glorious past.
A five-year gestation period
The construction of Laizhou Distillery took five years and was completed in 2021. The distillery covers an area of 146,000 square meters and has an annual production capacity of 26,000 tons of vodka and grain whisky (31 million liters of pure alcohol) and 4,000 tons of malt whisky (4.8 million liters of pure alcohol).
About Laizhou’s superior distillation equipment
A collection of eight intricately designed pot stills, each exhibiting unique structural characteristics.
A meticulously arranged series of seven column stills, boasting an impressive total of 334 trays.
Customized innovations, including external heating, dual condensation structure, and extended lyne arms, maximize the versatility and potential for flavor exploration.
Unlocking the depth of flavors in whisky
Laizhou Distillery is dedicated to pushing the boundaries of whisky production, starting with meticulous equipment design. The distillery’s goal is to unlock the full spectrum of flavors found in whisky, including delicate floral notes, vibrant fruits, rich nuts, savory meats, subtle saltiness, enticing smokiness, and earthy peatiness. To achieve this, the distilery has implemented two distinct malt saccharification filtration systems, allowing precise control over the clarity of the wort filtration. Additionally, it employs a variety of specially selected yeast strains during fermentation to enhance the complexity and depth of flavors.
State-of-the-art techniques
During the distillation process, Laizhou Distillery employs state-of-the-art techniques. Utilizing an external heating system, it has fine-tuned the degree of heating, ensuring optimal extraction of desirable compounds. Furthermore, its collection of pot stills, each with its unique shape, imparts distinct characteristics to the whisky, contributing to the diverse flavor profiles we strive for. It is worth noting that Laizhou Distillery proudly holds the distinction of being the second distillery in the world, and the first in Asia, to feature a pioneering parallel dual-condenser system, combining the craftsmanship of copper and stainless steel.
An extraordinary strive for perfection
In Laizhou Distillery’s commitment to excellence, it understands the significance of oak casks in whisky maturation.
In addition to sourcing traditional barrels such as new oak, bourbon, and sherry casks, the distillery recognizes the remarkable impact of STR (Shaved, Toasted, and Recharred) casks on whisky development. To harness this potential, it has established the first large-scale specialized STR cask facility in China. With utmost dedication, is has gathered inspiration from esteemed cooperage traditions in the United States, Spain, France, and our domestic roots, combining their essence and artistry. This enables the distillery to craft whiskies with extraordinary depth and character, captivating the discerning palates of whisky connoisseurs worldwide.
Contact Details
Ran Wei
Links
Website: https://laizhoudistillery.com
