The distiller behind a renowned brand of Chinese alcohol has rechristened its products with a less presumptuous and more provincial name.

Kweichow Moutai Co. Ltd. told Sixth Tone on Monday that the company has begun marketing its famous brand of baijiu, a kind of Chinese alcohol, as Guizhou Maotai instead of National Alcohol Maotai, its former name. The company’s chairman, Li Baofang, had announced last month that the distiller would soon be unveiling a new brand name, without specifying the reason for the change. On Saturday, workers were reportedly seen dismantling a sign bearing the former name at the company’s headquarters in the southwestern Guizhou province.

Maotai baijiu is one of China’s most distinctive liquors, often served at events ranging from business dinners to state banquets. Kweichow Moutai — the world’s most valuable distiller — had continued to market its alcohol as China’s “national liquor” despite not having a legal claim to the title. Over the last 17 years, the company has submitted nine applications with the national trademark office to patent the phrase, all of which have been rejected over fears of conferring an “unfair competitive advantage.” (Image: VCG)