Brand Creation and Development History
In 1929, Guiyang businessman Zhou Bingheng established "Hengchang Shaofang" in Maotai Town, Renhuai City.
In 1937, Mr. Lai Yongchu established "Daxing Industrial Company", and Zhou became a shareholder of "Hengchang Shaofang". Lai Yongchu held the position of manager and Zhou served as deputy manager.
In 1941, Lai Yongchu purchased "Hengchang Shaofang" as a sole proprietor, invested heavily in expanding "Hengchang Shaofang", and changed its name to "Hengxing Winery".
From the late 1930s to the early 1940s, counterfeit Maojiu was flooding the market. Lai Yongchu’s own surname “Lai” and the “Mao” from Maotai Town, the place where it was produced, named the Hengxing Maojiu produced as "Laimao" liquor trademark. Lai Mao liquor has since become famous at home and abroad. In 1941, the Chinese Expeditionary Force served as "exclusive wine for the army."
In 1944, the former Soviet government used it as a "diplomatic protocol wine."
After the victory of the Anti-Japanese War, Lai Yongchu brought "Lai Mao" liquor to Hong Kong for trial sales, and was sold out by merchants at home and abroad. This was the first time that Mao liquor entered the international market through Hong Kong. Lai Yongchu was the first person to introduce Maojiu into the international market.
In 1947, during the "Double Ten Agreement", Chiang Kai-shek entertained Mao Zedong with "Laimao" wine.
In 1949, Lai Maotai liquor was used as the "first celebration wine for the founding of the People's Republic of China", which was the beginning of Maotai liquor becoming the national liquor.
In 1953, based on the time-honored "Hengxing Distillery" in Moutai Town, the first workshop of the state-owned Moutai Distillery was established. Now, it is still the backbone workshop for producing high-quality Moutai and is designated by Moutai Distillery. "Mao Liquor Ancient Cellar".
In January 1980, Mr. Lai Yongchu, a former member of the Guizhou Provincial Committee of the Chinese People’s Political Consultative Conference, put forward a proposal to resume the production of Lai Mao liquor at the second session of the Fourth Provincial Committee of the Chinese People’s Political Consultative Conference, and it was approved.
In the early 1980s, Lai Yongchu's legitimate son Lai Shiqiang followed his father's last wish and rebuilt the time-honored "Hengxing Distillery" in Maotai Town, and registered the Lai Mao-produced wine as the "Lai Yongchu" wine trademark. This is in memory of his father, Mr. Lai Yongchu.
On January 13, 2003, Guizhou Lai Yongchu Liquor Co., Ltd.’s series of wine product introduction conference and Chinese liquor tasting meeting were grandly held in the Great Hall of the People in Beijing. Vice Chairman of the Standing Committee of the National People’s Congress Wang Guangying, Jiang Zhenghua and Relevant department heads Yu Enguang, Li Baoguo, Geng Zhaolin, Wang Zhonghui, Yuan Weidong, Ma Yong and others took their seats on the rostrum.
Heads of the United Front Work Department of the Central Committee of the Communist Party of China, the General Office of the National People's Congress, the All-China Federation of Industry and Commerce, the State Administration for Industry and Commerce, the State Administration for Industry and Commerce, the China Brewery Industry Association, the Beijing Municipal People's Government and other relevant departments, CCTV, Xinhua News Agency More than 200 people attended the meeting, including news organizations such as the People's Daily and the People's Daily, as well as heads of major hotels and restaurants in the capital and trading companies in Beijing.
Mr. Qin Hanzhang, a leading figure in the Chinese liquor industry, highly praised "Lai Yongchu" wine as a classic among wines.
Zhou Henggang, the famous Chinese liquor master, spoke highly of "Lai Yongchu" wine's typical sauce aroma and unique style.
Gao Jingyan, a well-known liquor expert, commented that Lai Yongchu series wines are outstanding representatives of the sauce-flavor type.
Liu Jinlin, a famous liquor expert, commented that Lai Yongchu series wines are famous among famous wines.
Jin Fenglan, a member of the National Wine Tasting Committee who is known as the "number one female in wine", said that Lai Yongchu's series of wines are typical in style.
The famous liquor expert Chen Mulan praised Lai Yongchu series of wines as a perfect embodiment of traditional technology.