BEIJING, July 8, 2026 /PRNewswire/ -- Leading Chinese baijiu maker Wuliangye has leveraged the FIFA World Cup to launch a series of themed marketing campaigns that have generated an enthusiastic market response, driving robust sales during what is traditionally the industry's off-season.
The World Cup marketing campaign features a range of interactive initiatives, including a championship prediction game with a prize pool worth a total of 10 million yuan, mystery boxes of eight champion countries, and auctions of World Cup co-branded liquor products.
The initiatives reflect a deeper transformation in Wuliangye's sports-related marketing strategy, shifting from conventional event sponsorship and short-term promotional efforts toward a systematic approach that includes product co-creation and cultural integration.
By combining its millennia-old brewing craftsmanship with the world's premier sporting events, Wuliangye has been exploring new paths for cross-sector marketing between fine liquors and sports.
The campaign has fostered product innovation and expanded consumption scenarios while tapping into growing public enthusiasm for sports. It has also provided an effective pathway for rejuvenating the Chinese baijiu brand and enhancing its global appeal.
According to information disclosed by Wuliangye, the co-branded product portfolio centered on the 8th-generation Wuliangye World Cup Edition has generated cumulative sales of 1.6 billion yuan. The World Cup marketing campaign has attracted four million new users to the liquor brand, with consumers aged under 35 accounting for 40 percent of the total.
"Traditionally, baijiu sales enter the off-season after May, but this year sales have seen continued growth instead," said a liquor distributor in Chengdu.
During the World Cup period, Wuliangye launched a range of World Cup-related official co-branded products, building a multi-tiered product coverage that caters to both high-end collectors and public consumers.
The collaboration between Wuliangye and the World Cup has not only boosted retail sales and helped ease channel inventory pressure, but also helped reshape its brand image beyond business banquets toward younger and more internationalized products with diversified consumption scenarios amid the industrial adjustment cycle, said industry insiders.
Looking ahead, Wuliangye said it will continue to respond to evolving consumer demand by advancing coordinated innovation in both products and brand culture. Through a brand narrative that resonates with contemporary consumers, the company aims to showcase the craftsmanship and cultural confidence of Chinese baijiu to global markets.
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Xinhua Silk Road: Chinese baijiu maker Wuliangye's World Cup campaigns spur off-season sales
RENNES, France, July 8, 2026 /PRNewswire/ -- Unseenlabs announces the deployment of its new generation of satellites (Gen 2), scaling up its space-based radio frequency (RF) detection capabilities from focused maritime domain awareness to broader multi-domain awareness including maritime, land and space. This new generation expands Unseenlabs' ability to provide actionable data and intelligence services, supporting customers worldwide to make informed decisions in increasingly complex operational and geopolitical environments.
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BRO-31 was integrated by the German integrator Exolaunch and launched aboard SpaceX's Falcon 9 as part of the Transporter-17 rideshare mission from Vandenberg Space Force Base in California, U.S.
This first Gen 2 satellite (BRO-31) builds on nearly 10 years of operational experience. It marks a technological and industrial milestone for Unseenlabs, moving from ≃ 15 kg nanosatellites to ≃ 150 kg microsatellites. Gen 2 is still based on the company's monosatellite technology, where each satellite operates independently. It is a distinctive approach for space-based RF detection.
Unseenlabs' constellation now combines two distinct satellite generations:
- Gen 1: focused maritime domain awareness
- Gen 2: broader multi-domain awareness across maritime, land and space
"Our second-generation satellites significantly expand both the breadth and depth of our RF detection capabilities" said Clément Galic, Co-founder and CEO of Unseenlabs. "This unlocks detection, geolocation and characterization a broader range of activities across maritime, land and space domains. This opens new strategic use cases while reinforcing our ability to support our customers across commercial, security and defense markets."
Gen 2 satellites provide the capability to detect to a broader range of frequencies, including L, S, C, X, and Ku-bands, unlocking dual-use RF intelligence use cases across both civilian and defense applications. Examples use cases include enhanced maritime surveillance, spectrum and interferences monitoring or defense systems monitoring.
These expended capabilities strengthen Unseenlabs' ability to detect, geolocate, characterize and identify RF activities across maritime, land, and space domains.
About Unseenlabs:
Founded in 2015, Unseenlabs is a pioneer and global leader in space-based RF commercial services for multi-domain awareness. The company operates 23 satellites and continues to expand its constellation. Based in France with about 140 employees, an office in Singapore and a team in the U.S., the company operates space-based RF detection capability for maritime, land and space monitoring. Its customers include governments, public institutions, and private stakeholders worldwide.
Contact
Gaël P.
Communications Officer | gael.prigent@unseenlabs.fr
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Unseenlabs Announces its Second Generation of Satellite for RF Detection Dedicated to Multi-domain Awareness
