en.Wedoany.com Reported - As the only official co-branded baijiu for the 2026 FIFA World Cup USA-Canada-Mexico, Wuliangye is promoting Chinese baijiu culture globally through a three-pronged strategy integrating products, interaction, and international expansion. This Chinese baijiu company has launched a nationwide interactive campaign, "Guess the World Cup Champion, Win Millions in Prizes from Wuliangye," achieving a strategic transformation from brand leveraging to value symbiosis during the World Cup period.

The international expansion of baijiu has long faced challenges, including differences in drinking habits between China and foreign countries and a lack of understanding of baijiu culture among overseas consumers. The World Cup provides a breakthrough for baijiu's global outreach, as the borderless nature of football and the common habit of fans raising a toast to victory form the foundation for cultural connection. Wuliangye has incorporated the World Cup into its internationalization strategy, making it another platform for international exchange following the World Expo, the Boao Forum for Asia, and the global partnership with the Michelin Guide.

In San Francisco and at various fan zones and venues in Mexico, Wuliangye organized a dual-track viewing group consisting of a "frontline observation team" and a "cultural outreach team," conducting immersive cultural activities abroad. Folk cultural ambassador "Tuìqián Gē" He Sheng, holding Wuliangye, clinked glasses with fans from around the world, teaching overseas friends to say "Gānbēi" in Chinese, transforming baijiu into a cross-border social medium. A post-2000s intangible cultural heritage inheritor, wearing modified Nuo opera masks and costumes, performed street flash mobs outside the stadiums. Foreign friends gained an in-depth understanding of the Chinese "Fish Head Wine" hospitality custom at Wuliangye's World Cup banquets. Wuliangye infused the philosophy of "harmonious coexistence" and the passion of "shared celebration" from Chinese baijiu culture into the global fan consciousness through lightweight and experiential interactions.

In the domestic Chinese market, Wuliangye became the "Gold Partner for the 2026 FIFA World Cup USA-Canada-Mexico Broadcast" of China Media Group. On the big screen, Wuliangye exclusively sponsored the interactive segment "Champion Grand Guess" of CCTV-5's "Grand Feast of Giants," deeply integrating brand content with live match broadcasts. On the small screen, Wuliangye exclusively sponsored the original micro-variety show "Who is the Champion" on Yangshipin. As of June 29, the program had accumulated 21 trending topics on hot lists, with related topics on Weibo garnering nearly 160 million reads and over 97 million video views across the entire network. Wuliangye also launched the Wuliangye Chinese Enterprise (8-a-side) Football Invitational Tournament across 27 regions nationwide, translating online buzz into offline engagement.

The nationwide interactive campaign "Guess the World Cup Champion, Win Millions in Prizes from Wuliangye" features a progressive prize pool: a total of 2 million RMB for the group stage advancement of the home team, a total of 3 million RMB for reaching the quarter-finals, and a total of 5 million RMB for winning the championship, amounting to 10 million RMB in total. Consumers can participate in one prize prediction by purchasing designated products of the official World Cup co-branded baijiu on designated stores on the JD APP or the "Wuliangye Member Center" WeChat mini-program, and can earn an additional prediction chance by scanning the bottle cap code. Non-consumers can also earn prediction points by sharing with friends on social media. The first round of group stage prizes was paid out immediately after the results were announced, with nearly 30,000 participants receiving cash red packets, the highest being 3,870 RMB (including tax). After the campaign launched, the number of netizens participating in predictions quickly exceeded 50,000. Brand data shows that during the marketing cycle, Wuliangye gained 4 million new member users, with users under 35 accounting for 40%.

On the product front, Wuliangye has created an official co-branded product matrix around the World Cup. Among them, the "Wuliangye FIFA Officially Licensed World Cup Trophy Baijiu" is the first product in the baijiu industry to receive official FIFA authorization, featuring a 1:1 replica of the World Cup trophy, limited to 2026 bottles worldwide, each with a unique serial number. The trophy part is crafted using the ancient Chinese casting technique of "lost-wax casting." The product with serial number "2026" was sold in an online auction on JD.com for 35,798 RMB after 80 intense bids. The eighth-generation Wuliangye USA-Canada-Mexico World Cup official co-branded edition features a "Champion Blind Box" premium mechanism, where consumers who purchase a full case have a chance to unearth a "hidden edition" imprinted with the marks of eight champion national teams. Collecting all eight editions allows redemption of a 20-gram solid gold official USA-Canada-Mexico World Cup badge. Lightweight products such as Wuliangye Victory Miniature, Huopao Craft Beer, and Mars Era Fruity Wine cater to fan social scenarios.

Wuliangye's marketing activities during the 2026 FIFA World Cup USA-Canada-Mexico have established a closed-loop system: cultural outreach enhances brand prestige, the million-yuan prediction campaign broadens interaction scope, and the product matrix solidifies market depth.