Moutai to end liquor-inclusive cultural gift boxes, delists from iMoutai

The pullback is notable less for the gift boxes themselves than for what it signals about Moutai's direct-to-consumer channel: the iMoutai app is being repositioned toward non-liquor merchandise, separating branded lifestyle goods from the core product. That matters to collectors and resellers who treated liquor-inclusive boxes as a bundled route to Moutai, and to the platform's role as a distribution and branding tool. Whether the remaining cultural products can hold attention without liquor as the draw is the open question, and whether this reflects a broader compliance or brand strategy shift remains unaddressed given the absence of an official response.