The first Beijing IMOUTAI Ice Cream store locates at the 1st floor of Chaoyang Joy City. It is said that it contains 2% Moutai, a top-grade liquor of China, and has launched three flavors: classic original, vanilla and plum wine. The classic original ice cream has a purer Moutai sauce flavour, while the vanilla and plum wine ice creams, containing more added ingredients, are sweeter and also have a distinct wine flavour.

With the popularity of creative and cultural products, Moutai ice cream is an important step of the company moving towards the brand rejuvenation. Since its launching, Moutai ice cream has received a great amount of attention.