Wuliangye said its 8th‑generation World Cup co‑branded SKU posted strong sales; the company was the only Chinese baijiu partner at this World Cup. The tie‑up boosted three sub‑brands — HuoBao, Longhu and Huoxing Shidai — and increased Wuliangye’s share in the baijiu+sports segment. Year‑to‑date e‑commerce channels added close to several mln new users; sports‑tagged users exceed 55% and users aged 35 or under account for 40%, helping build a younger sports‑oriented consumer base.