On Oct. 14, heads and reporters of overseas Chinese-language media organizations taking part in the “Journey Through China · 2026 Overseas Chinese-Language Media Trip to Sichuan” visited the Laizhou Distillery, exploring on site the production process of whisky and other distilled spirits and the business of spirits culture experiences.
It is understood that in 2015 Bacchus Liquor (Chengdu) Co., Ltd. settled in Qionglai and carried out its cocktail and spirits full-industry-chain project in seven phases, gradually building a complete layout running from manufacturing to cultural experience.
Phase one built a ready-to-drink cocktail production base; phase two completed the country’s first specialized vodka and whisky plant — the Laizhou Distillery — whose business spans whisky, vodka, gin and other distilled spirits categories.
Phase three is the spirits brand culture experience center project. The Laizhou Spirits Culture Experience Center opened to visitors in April 2025 and is China’s first whisky tourism and experience center. In design, the project creates a state in which the buildings seem to grow out of nature, linking the different experience venues through a winding “Laizhou Way”; in architectural form, an abstracted whisky distillation tower serves as the landmark architectural language, combined with local materials and Western Sichuan landscape features to form a settlement of well-judged density.
Organized around six modules — “explore, learn, make, tour, stay and dine” — the Laizhou Spirits Culture Experience Center covers whisky lifestyle, spirits dining, whisky production, popular-science education, whisky and the natural ecology, and community activities, creating an in-depth whisky-themed tour experience.
During the visit, the overseas Chinese-language media heads and reporters also entered the tasting area to try whisky. From observing the color and nosing the aroma to tasting and the finish, they learned about whisky-making techniques and flavor layers through the explanations, and tasted various expressions from the Laizhou Distillery one by one. A glass of whisky, from raw materials and distillation to aging and bottling, links a complete industry chain and gave the overseas Chinese-language media representatives a more intuitive understanding of China’s homegrown whisky.
