茅台首个代言人传言落空，签下张艺兴的是茅台文旅

Group 1 - The core viewpoint of the article is the signing of Zhang Yixing as the first brand ambassador for Moutai, which is a significant move as Moutai has never hired a spokesperson before [1] - Moutai Culture Tourism Company, established in July 2013, focuses on tourism real estate, tourism resource development, and related services [1] - The collaboration with Zhang Yixing is seen as a strategy to expand Moutai's cultural tourism business, particularly through events like music festivals [1][2] Group 2 - The Guizhou provincial government aims to shift from "selling liquor" to "selling lifestyle," promoting distinctive cultural and entertainment activities to meet diverse tourist needs [2] - Moutai's leadership emphasizes the importance of Moutai Culture Tourism as a key platform for showcasing and disseminating Moutai culture [2]