'Luzhou Old Cellar') is a company headquartered in Luzhou, Sichuan, China that specializes in the production, sale, and distribution of baijiu.

'strong aroma') style of baijiu; so much so that the category had originally been named "luxiang" (Chinese: 泸香; lit.

[7] The company produces a baijiu brand named Guojiao 1573 (国窖 1573, 'National Cellar 1573'), in commemoration of its founding year.

[5] Luzhou Laojiao was reportedly the favourite liquor of China's paramount leader, Deng Xiaoping.

[10] Court 2 at the tournament's Melbourne Park venue was named the "1573 Arena", after the company's Guojiao 1573 brand, starting from the 2019 Australian Open.