Taizi • New Zealand-based Baijiu

From mixing cheap vodka and Sprite to sell to his fellow Somes House students to developing a luxury goods brand that features the world’s first Western-made Baijiu distilled from fermented sorghum, Old Boy Sam Lu (12670) relishes challenges.

A co-owner of Formosa Foods and the man behind Taizi, Sam is busy developing a wide-ranging brand encompassing a “rocket fuel” described as ‘58% proof Chinese fire spirit’, a new eau de parfum – named ‘58’ in a nod to the strength of his white liquor – and high-quality leathergoods. He will also celebrate the 20th anniversary of the family company, Formosa Foods, alongside his brother, Ben, and their mother, in 2027.

The businesses have been inspired by his Taiwanese background but “born out of New Zealand”, starting with his first ‘drinks business’ at Christ’s College.

“My dream is to build Taizi into an international luxury brand, based in one of the best cities in the world – Christchurch,” Sam says. Arriving at College as a Year 10 boarder in Jacobs House, Sam then opted to become a dayboy, moving to Somes House in 2001, where he undertook his initial business foray despite being under the ever-watchful eye of formidable Housemaster Rob Donaldson. “My earliest entrepreneurial steps were taken in my early years at College, and those initial friendships and connections are still so important in business today.”

Sam recalls his school years as “challenging, but rewarding in the long term” and appreciates those “strong, lifelong College bonds”.

Describing himself as “rebellious, with a passion for sport”, Sam also valued Japanese with the “cool” Steve Everingham, Chemistry with Dr Craig Aitken, and Biology with Graeme Worner. Post-College, he undertook a Bachelor of Arts, focusing on Psychology and Japanese at the University of Canterbury. However, a family inspired move into food production meant that he left university three papers short of his degree.

Wanting to manage their own career path, the family had bought an existing business in 2007, with three machines manufacturing fresh noodles and pastries.

That decision has paid off, with Formosa Foods entrenched in the South Island hospitality industry – and rapidly expanding into the North Island – as a leading supplier of noodles and pastries, such as wontons and dumplings. “We started in our home garage and I soon realised I was too busy to return to university,” Sam says. “It was an opportunity for me but probably a bit reckless. The next year, we moved to our present factory in Burnside as demand grew.”

And this year, the first Formosa Foods product is now available through leading wholesale distributor Bidfood. While establishing Formosa Foods, Sam also realised there was an opportunity to create a local version of Baijiu – the top-selling alcohol in the world, originating in China.

“We held a College reunion house party in 2007 where we talked about what we could do regarding business opportunities, including making a Western version of the famous sorghum spirit, Baijiu. It was very difficult to find it here, and scarcity was a real issue.”

After nearly four years of research and development from 2009–2013 and a search for a top-shelf distillery, Taizi is the “world's first Western-made Baijiu, crafted in Christchurch by Kaiapoi Distillery using Southern Alps spring water, New Zealand wheat, and Australian sorghum”. 

“Taizi means ‘crown prince’ and the journey to developing this premium product has been difficult as all my competitors are Chinese state-owned,” Sam says. “However, we have steadily built up the business, with Taizi now sold in most bottle stores, Ballantynes, and high-end bars and restaurants, as well as duty-free stores.

“We are about to move into the international market, promoting Taizi and our perfume, 58, at the Tax-free World Association Exhibition for luxury brands in Singapore.” While both products reflect the brothers’ Asian heritage, they are – in essence – New Zealand-grown, born out of a blending of cultures.   

We met Sam on the auspices of the latest TFWA showcase in Singapore in 2026, and were impressed with the scent, taste, structure and quality of this premium and amazing Bai Jiu!