Luzhou Laojiao Relaunches Low-Alcohol Brand Gaoguang with 28-Degree Product in 2026

In 2026, Luzhou Laojiao relaunched its low-alcohol brand Gaoguang, launching a 28-degree Gaoguang new product. The product was deeply tied to a concert by entertainment star Zhao Lusi, gaining high market attention in the early stage. One month later, data from e-commerce and social platforms showed that Gaoguang's actual sales did not match the pre-launch buzz. For consumer goods, especially alcoholic beverages, long-term repurchase rates and channel sell-through still require further observation.

Wuliangye's 29-degree "Yijian Qingxin" product achieved sales of over RMB 100 million within 60 days of launch. Moutai's Youmi blueberry sparkling wine sold more than 13,000 bottles on its first day on the iMoutai platform. Both companies have adopted independent branding and teams for their low-alcohol businesses, separate from their traditional baijiu systems. For example, Wuliangye earlier established "Xianlin Ecology" and Moutai has the Youmi brand, whose e-commerce store names do not directly use the Moutai main brand.

Other liquor companies such as Gujing Gongjiu, Shanxi Fenjiu, Shede, and Shuijingfang have also launched low-alcohol, youth-oriented products. Moutai and Wuliangye's strategy is to create brand isolation between the new brands and their main brands, reducing risk to the high-end image of their core brands and allowing the new brands to build independent market recognition. The independent teams have greater autonomy in channel building, e-commerce operations, and content marketing.

Luzhou Laojiao's management, led by Chairman Liu Miao and General Manager Lin Feng, has remained stable for over a decade. In 2026, Lin Feng also serves as both general manager and vice chairman. In comparison, Gujing Gongjiu has already made moves in the low-alcohol space, launching business models such as "Dajiu Puzi" (liquor shops). Luzhou Laojiao's core products, Guojiao 1573 and the Tequ series, have maintained their market positions, and the company's performance has been relatively stable.

The low-alcohol liquor market is in a growth phase. According to the China Alcoholic Drinks Association, the domestic low-alcohol market size is expected to reach between RMB 75 billion and RMB 90 billion in 2026. The competitive landscape is still evolving, with new brands, beverage companies, and traditional liquor makers each having their advantages. Luzhou Laojiao has considered younger consumer demand in its product positioning and pricing, and its product competitiveness is not inferior to that of its peers.