Liu examines a bottle of gin in London during his trip.

"People are very interested in the Chinese liquor," Liu said. "We also discussed Wuliangye's future business opportunities in Europe with the guests."

Liu said Wuliangye's unique production process and distinctive flavor help it to stand out in the European liquor market.

Wuliangye liquor is made in 600-year-old cellars built in the Ming Dynasty (1368-1644), which give the liquor a lasting and versatile flavor, according to the company's written history.

Its formula is no secret, but other liquor makers cannot imitate Wuliangye because they lack the aging cellars and production methods handed down from ancient times.

Just like silk, tea and calligraphy, Chinese liquor is a treasure from Chinese history, Liu said.

The number five is meaningful in traditional Chinese culture. The ancients believed the world is created from five elements.

So Wuliangye - literally five-grain liquor - is made with broomcorn, rice, glutinous rice, wheat and corn.

"There is culture and history in every drop of our liquor," Liu said.

To date, the liquor has won 39 international awards. It was also termed one of the most respectful Chinese enterprises by the Wall Street Journal.

"In addition to Southeast Asia, Europe and the United States are taking an increasingly important roles in our global strategy," Liu said.

"We are trying to promote the brand as well as Chinese liquor culture in those areas."

The company has opened more stores abroad and is in discussion with US liquor giant Brown-Forman Corp on business cooperation.

It has also held liquor tasting events and joined various exhibitions in England, France, Spain and Italy to boost its global image.

"In the next few years, we will launch a sales center in Europe, so our consumers there can easily access Wuliangye and have a chance to sip the fine liquor from China," said Liu.

zhuanti@chinadaily.com.cn