Chuanjiu Group, with an end-to-end industry-chain brand paradigm, reshapes a new logic for the Baijiu industry’s ecosystem

As competition in China’s baijiu industry has long moved beyond disputes over single dimensions like quality and price to an expanded level—an all-out battle for mindshare in brand awareness and cultural value—whoever can break free from traditional path dependence and build an indelible, non-copyable brand system will be able to stand firm amid the wave of industrial change.

From the “AI three-piece set” of Digital Intelligence Sichuan Baijiu that stunned the industry at the Luzhou International Liquor Expo, to the citywide coordination across five exhibition booths during Spring Sugar (Chun Tang), with a series of moves, Sichuan Liquor Group has delivered a three-dimensional brand image to trade partners and consumers—one that combines deep heritage with innovative momentum. And with a complete set of brand “combination punches,” it has conveyed to the entire industry the brand philosophy of “respecting tradition and embracing the future.”

A brand persona of diversified symbiosis: fourfold traits form a three-dimensional value coordinate

In China’s baijiu brand narrative, it is rare for a company to simultaneously carry the seemingly contradictory labels of “steadfast” and “trendy,” “ancient methods” and “frontier.” Through eight years of deep cultivation, Sichuan Liquor Group—with its distinctive positioning as an “enterprise brand across the whole industrial chain”—has fused four clearly different brand personalities into one. Behind its brand value of RMB 39B, it has written an industry brand sample of diversified symbiosis.

“State-owned Sichuan Baijiu”: Building a foundation of trust through responsibility. As a large-scale comprehensive state-owned enterprise in Sichuan Province, “stability” is the brand color of Sichuan Liquor Group. From the “Fifteenth-Five and Seven-Five” strategy press conference that clearly outlined a development path of “strengthening the foundation, improving efficiency, and driving with five rings,” to the brand slogan refresh of “From China, brew great liquor,” from winning honors such as the first batch of all-round headquarters enterprises in Sichuan Province and advanced collectives for high-quality development in Luzhou City, to ranking No. 27 among the “Top 100 Sichuan Enterprises of 2025,” Sichuan Liquor Group uses the credibility of a state-owned enterprise to firmly establish the trust foundation for all business segments.

“Quality Sichuan Baijiu”: Aggregating and reshaping the core of value. If the state-owned identity is the outer garment of the brand, then “quality” is the inner core of Sichuan Liquor Group’s brand. Guided by the mission to “integrate liquor enterprises and strengthen Sichuan baijiu,” it integrates more than 260 liquor enterprises, 50k cellar pits, 600k tons of production capacity, and 1 million tons of storage energy, building China’s largest system for production and supply of base spirits. From hosting an industry benchmark conference on base spirit industry development, to building a full-chain traceability system for base spirits, to creating the “Four Meetings and One Institute” technical platform including the Sichuan Baijiu Research Institute, Sichuan Liquor Group directly targets industry pain points of “scattered but not pooled” and “inconsistent quality control,” enabling the “Sichuan baijiu” geographical indication to deliver a quantifiable, traceable expression of quality.

“Digital & Intelligent Sichuan Baijiu”: Redefining the brewing method with technology. Amid the wave of digital and intelligent transformation in the industry, Sichuan Liquor Group has built an advanced production system featuring digitization, intelligence, standardization, intensive operation, visibility, and traceability. It has upgraded the “China Baijiu Innovation Marketing Experience Center” and built the “China Baijiu Dream Factory.” The “AI three-piece set” displayed at this liquor expo—“Sichuan Liquor Tianyan,” “Sichuan Liquor Lingbi,” and “Sichuan Liquor Zhimingjing”—also allows consumers to directly witness “transparent production” and personally touch “future brewing.”

“Trendy Sichuan Baijiu”: Breaking generational barriers through approachability. Most pleasantly surprising is that this “industry giant” backs its mission as a state-owned enterprise and holds massive production capacity—yet it also has exceptionally sharp sensitivity to trends and the ability to present itself in a younger, more youthful way. Whether it’s launching the “Trendy Drinking Life Festival” that ignited Chengdu’s East Suburb Memory, or appearing at events like the Luzhou Music Festival and Chuan Chao competitions and other culture-and-sports IPs, Sichuan Liquor Group creates youthful sparks by using cross-industry play to bring baijiu into collision with music, sports, and city fairs. A baijiu customization mini program offering “customization starting from 1 bottle, with the fastest delivery in 3 days” provides a fashionable and personalized customization channel; the “Xufu Blue Friend” and the “Custom Three You” IPs break out of the mainstream through play-style images. The launch of the new-style baijiu beverage “Xufu · Longya Tea Liquor” further proves: state-owned enterprises can be very trendy, and baijiu can be very cool.

The depth of state-owned enterprises, the purity of quality, the speed of digital intelligence, and the sharpness of trends—these four layers of brand traits ultimately coexist under the golden brand nameplate of “Sichuan Liquor Group.” This is precisely the unique appeal of the “enterprise brand across the whole industrial chain”: it is not an emotional projection of a single product, but an aggregation of value across a complete ecosystem. Because it covers the whole chain—from base spirits to brands, from production to consumption, and from tradition to the future—it can accommodate diverse brand personalities and transform them into brand forces that grow in synergy.

Elevating brand logic: From products to an ecosystem, shaping a symbiotic system across the whole industrial chain

After eight years of deep cultivation, the brand value of Sichuan Liquor Group has long surpassed a single cup of liquor itself. It has become an ecosystem-building undertaking that connects industry, market, and the future—creating a unique brand system.

If the core of traditional baijiu brand building is to create a “product brand” and follow a path of relying on a single brand, then what Sichuan Liquor Group is shaping is a distinctive “enterprise brand across the whole industrial chain” within the industry. This model completely breaks out of the inertia of the traditional industry. Instead, it leads with the enterprise brand as the core. The citywide coordination across five exhibition booths during Spring Sugar—such as the Group’s marketing headquarters and Jinjiang Hotel—serves as a microcosm of this brand strategy: it systematically advances the unification, standardization, and scale of multiple segments and multiple business lines, creating brand symbols of “Sichuan Baijiu base spirits, Sichuan Baijiu customized liquor, and Sichuan Baijiu loose liquor.” At the same time, it works to fully raise the status of the two popular grain-for-the-people wines—“Nongxiang Xufu” and “Jiangxiang Chidu”—as value benchmarks, forming a three-dimensional brand structure of “enterprise brand strong backing + business brand strong support + product brand strong penetration.”

It no longer limits itself to selling individual items. Instead, by building the “China Baijiu Coexistence Study,” it outputs a complete industrial solution covering base spirit supply, technology empowerment, brand incubation, and customized services. It does not pursue a one-brand nationwide domination. Rather, based on a solid base-spirit foundation, it supports the birth and growth of countless national premium brands (guo you), regional brands, platform brands, big-commodity brands, and loose-liquor brands. This completes the elevation of its role—from “integrating liquor enterprises” to “empowering liquor merchants,” establishing its irreplaceable core position within the baijiu industry ecosystem.

For industry trade partners, this “golden brand nameplate” of Sichuan Liquor Group is not only a credibility endorsement for quality, but also a core engine for wealth growth. With the理念 of “platform, sharing, and win-win,” it lays out four major core race tracks: base spirits, customized liquor, everyday staple liquor, and loose liquor. By covering the breadth of the mass market, the depth of channel needs, and the density of terminal consumer service, it builds a brand moat that is hard to replicate. From issuing messages with a single product to resonating across a full brand matrix; from passive exhibition displays to an active construction of industry recognition—Sichuan Liquor Group uses a more era-relevant brand approach to achieve deeper linkage with distributors and consumers. This makes the “whole industrial chain” image even clearer, and also makes the brand proposition of “From China · Brew Great Liquor” deeply rooted in people’s hearts.

Standing at a new starting point for development in the “Fifteenth-Five and Seven-Five” era, Sichuan Liquor Group—holding brand value of RMB 7386.17T— is opening a brand path of its own. As stated by Cao Yong, Party Secretary and Chairman of Sichuan Liquor Group, at the Fourth Session of the Recognition Event for Excellent News Works Promoting Sichuan Baijiu and the Media Meet-and-Greet of “The Night of Sichuan Baijiu,” “Sichuan Liquor Group will, in accordance with the innovative development strategy of ‘strengthening the foundation, improving efficiency, and driving with five rings,’ tell the stories of Sichuan baijiu, communicate the voice of Sichuan baijiu, and demonstrate Sichuan baijiu’s sense of responsibility. We will make new contributions to the high-quality development of the Sichuan baijiu industry.” (Source: Sichuan Liquor Group)

(Note: This article is commercial information published on the Central Broadcasting Network (CNR). The content of the article does not represent the viewpoints of this website; it is provided for reference only.)