On July 6, local time in Spain, the Spain vs. Portugal Round of 16 match at the FIFA World Cup 2026™ kicked off in full swing. Meanwhile, a cultural gala linking football and fine liquor unfolded upon the Mediterranean coast, as the “Raise a Glass to Spain, Cheer for the World Cup: Wuliangye Barcelona Brand Night” officially opened at Hotel El Palace Barcelona, a century-old local landmark.

As the sole official branded licensed Chinese Baijiu brand of this year's World Cup, Wuliangye brought its flagship products and World Cup branded licensed series to Barcelona, the “City of Football.” Taking football and fine liquor as a bridge, Wuliangye created a platform for dialogue between Chinese and Western civilizations, expanded its market footprint in Spain, and steadily advanced its internationalization strategy of “One Country, One Strategy”, enabling Chinese Baijiu embodying the profound oriental culture of “harmony” to reach the world.

Baijiu Aroma Meets the Green Pitch

Integration of Chinese and Western Cultures Delivers an Immersive Experience

The event was held at Hotel El Palace Barcelona, a century-old five-star hotel that opened in 1919 and once accommodated such masters of contemporary arts as Pablo Picasso and Salvador Dalí. In addition, the exquisite craftsmanship and aesthetic charm of its century-old architecture resonate with Wuliangye’s millennia-inherited multi-grain brewing techniques, forming a cultural dialogue across time and space.

Guests attending the event lingered at the venue's featured exhibition zones to get an up-close look at Wuliangye's full product portfolio. The main exhibition area delivered a concentrated display of core offerings including the 8th Generation Wuliangye, Wuliangye Classic series, Wuliangye Oriental Purple Aura, and Wuliangye Crush on. Notably, the complete FIFA World Cup 2026™ Official Branded Licensed Product series stood out as the highlight of the event. On display were the 8th Generation Wuliangye FIFA World Cup 26™ Official Branded Licensed Edition, Wuliangye FIFA World Cup Trophy, Official Licensed Limited Edition Product, Huobao Craft Mini Chinese Baijiu, and Mini Fruit Wine. Additionally, the exclusive branded Baijiu crafted specially for the Spanish national team instantly captured everyone's attention upon its unveiling. Adjacent to the section, the Yibin specialty zone was characterized by local black tea and bamboo cultural and creative products, bringing the natural scenery and unique customs of southern Sichuan to the Mediterranean coast.

A short instructional video introducing the “Five-Step Baijiu Tasting Method” with bilingual subtitles played on a loop at the venue. Moreover, local professional bartenders delivered live demonstrations, guiding guests through the complete tasting sequence: observing hue, inhaling aroma, savoring flavor, perceiving character, and appreciating harmony, allowing them to immerse in the tasting culture unique to Chinese Baijiu.

“A Spanish proverb holds that harmony is wealth, which perfectly aligns with Wuliangye's own cultural philosophy of harmony,” said a regional executive from Wuliangye Group Import and Export Co., Ltd. at the event. As a pioneer in the internationalization of Chinese Baijiu, Wuliangye has embarked on its overseas journey for more than a century, and has set up three key marketing centers in the Asia-Pacific, Europe, and the Americas, gradually establishing a worldwide market network. In the past two years, Wuliangye's global footprint has extended to over a dozen countries including France, Italy, the United States, Chile, and Thailand.

As Barcelona serves as a key strategic hub for Wuliangye's expansion into the European market, “Wuliangye Crush on”, the brand's new ‌low-alcohol and trendy product, made its European debut right here last year. By assembling here once again, Wuliangye has leveraged the World Cup as a global communication platform to bring the millennia-old brewing heritage of Wuliangye's strong aromatic Baijiu further into the public eye across Europe. Linking fine liquor and football, the brand builds a bridge for cross-cultural dialogue.

Channel Revitalization and Upgrades

Continuously Expanding Global Footprint via “One Country, One Strategy”

This Brand Night marks a crucial milestone for Wuliangye in rolling out its differentiated overseas layout under the “One Country, One Strategy” and advancing its globalization strategy. Boasting profound football heritage, Spain claimed the FIFA World Cup title in 2010 and will co-host the FIFA World Cup 2030. Capitalizing on this unique regional advantage, Wuliangye has ramped up investment in the Spanish market to precisely reach diverse groups, including football fans, business communities, and catering industry practitioners, striving to build Spain into a benchmark market for the globalization of Chinese Baijiu.

Chen Hui, Chairman of Huilong International Trading in Spain, recounted the company's cooperation journey with Wuliangye. In recent years, the company has established a full-scale distribution network for Wuliangye covering core cities such as Madrid, Barcelona, and Valencia, as well as island regions, committing to long-term deep cultivation of Spain's local market. In his view, this year's World Cup branded licensed products feature both collectible and social value. Coupled with the fervent football culture in Spain, these products hold promising room for commercial growth.

A dealer licensing and authorization ceremony was held at the event venue. Wuliangye granted Huilong International Trading the exclusive distribution rights for its FIFA World Cup 2026™ branded licensed products across Spain. Joining hands, the two parties laid a solid foundation for expanding core channels including high-end catering venues and landmark bars in the local market.

In 2025, Wuliangye further boosted its brand recognition and market presence across numerous countries and regions worldwide through initiatives such as opening Wuliangye Dining Singapore and expanding authorized Michelin restaurant partnerships. Entering 2026, Wuliangye has launched cultural marketing campaigns in conjunction with the world-class sporting event — the FIFA World Cup 2026™. It has fully rolled out its overseas operation strategy of “One Country, One Strategy,” consistently conveying the core oriental cultural essence of harmony to global audiences.

Moving forward, Wuliangye will continue to pursue its long-term vision for international development, and tailor localized product portfolios and channel operation plans to suit the conditions of different countries. Relying on premium products and diverse offline cultural events, Wuliangye will deepen its presence in global markets, share the millennia-old brewing story of Chinese Baijiu with the world, and steadily advance high-quality global development of the brand.