Celebrating 5 Years of Cheers and Founder Claudia Masüger's Favorite Sangria Recipe
Since Claudia Masüger and her team opened up the first Cheers store five years ago, the landscape of wine availability and interest in Beijing has changed considerably. Within months of their opening, Cheers became synonymous with “Quick, where can I get a decent bottle of wine for this dinner party?”
Now with over 30 stores, Masüger has built an empire based entirely on selling quality wines at discount prices. We touched base with her about not only some of her fondest memories about founding the company, or her ambitious plans for the future as the chain quickly expands throughout the Middle Kingdom, but also her favorite recipe for sangria, which you can use at your next seasonal rooftop gathering.
Also, make sure to attend their big anniversary party on April 23, at Cheers Gulou. Everyone is invited to experience a generous evening of free sparkling wine, barbecue and partying on their terrace to help Cheers prepare for another tipsy year in the wine business. We can only imagine how much Beijing's work efficiency will dip after this thing.
On the eve of your 5th anniversary of opening Cheers in Beijing, what are some of your best memories of building this company?
So many wonderful people created Cheers over the last five years. I can’t find words to describe this incredible energy – our employees are growing to become their own successful entrepreneurs. When I visit our stores, customers hug me and say thank you for Cheers. Life at Cheers is full of amazing moments!
What initially brought you to China?
The market seemed big enough for a fun adventure.
Were you always really into wine or was it something you developed a taste for later on?
Even though my family has been in the wine business for four generations I was never involved until I arrived in China with two suitcases full of wine and enough self-confidence to rock the dragon!
How are you able to keep your prices so low?
It’s not only the low prices which makes Cheers' wines attractive, it’s the especially great (and still unbeatable) price-to-value ratio that we offer. Even thought our prices are low, we win lots of Gold Medals for our products. Through my family's professional wine background we have the best guanxi in the world-wide wine industry. Our wine selection process is very complex and we have high standards.
Currently how many locations are up and running?
We have 30 Cheers stores in 12 different cities and we are growing. Two new stores will open in Shanghai in the coming days, as well as one in Shenyang. Our newest store in Beijing will open in Shunyi very soon.
Where do you see Cheers in five more years?
Eight hundred and eighty-eight Cheers stores it the ultimate goal!
If you are bringing a bottle of wine to a rooftop party this summer, what would it be?
From Portugal we have a wonderful white wine called Foral de Lisboa for RMB 89. It’s refreshing and perfect for a summer party!
Finally, what is your ultimate recipe for sangria?
- 1 bottle of red wine (such as a medium bodied red like Tempranillo Montepalacio, RMB 28.80 at Cheers)
- 1 cup ruby red grenadine juice
- 1 green apple
- 1 red apple
- 1 orange
- 1 nectarine
More stories by this author here.
Email: danielkippwhittaker@thebeijinger.com
Photos courtesy of Cheers
