Two Suitcases to a Wine Empire: A Beijing Entrepreneur's Journey

CHEERS Founder Claudia Masüger Looks Back on Eve of 12th Birthday Bash

Irene Li, Associate Editor | Apr 7, 2023 11:31 am | Add a comment | 234 reads

Expat owned wine and liquor store CHEERS is preparing for 12 years in China, and they're celebrating with a big party tomorrow, Apr 8. What started out as a mission by founder Claudia Masüger to introduce customers to the wonderful world of wine via one shop in Xizhimen has slowy morphed into 50 stores across the country, making this a well earned 12th anniversary.

We spoke with Masüger on the eve of CHEERS 12th birthday bash, discussing the challenges she faced to get the company to where it is today as well as her perspective on the wine business in China.

What inspired you to start CHEERS and how did you turn that idea into reality?
In 2008, I arrived in Beijing with two suitcases full of wine samples. I took to the streets for wine tastings, gauging consumer preferences through facial expressions. Back then, wine was reserved for business and government meetings, with the younger crowd favoring baijiu and beer. Wine stores were dusty and unappealing, staffed by untrained personnel and stocked with poor selections.

My vision was to make wine fun and affordable for the younger generation. I began with a B2B company, MQ Wines, to acquaint myself with the market regulations. In November 2010, MQ Wines faced a devastating setback when a warehouse fire destroyed all the goods, leaving the company out of business for four months. With the time it takes to bring new wines over, we had ample opportunity to rethink our strategy. Out of the ashes of the fire, the idea of creating CHEERS was born.

In April 2011, our first cute little CHEERS store opened in Xizhimen, Beijing, offering easy-to-drink and affordable quality wines. My family has been in the wine business for four generations; therefore, I was fortunate to bring a big network of wine suppliers from all over the world as well as the expertise for wines.

As someone who is known as a real fighter, can you tell us more about the challenges you faced while building CHEERS and how you overcame them?
Being an entrepreneur in China is a daily battle, with the market changing rapidly over the past 14 years. By mid-2013, we had opened 12 stores in the city, but the anti-corruption campaign hit the market hard, leading to the collapse of the B2B wine business as wine consumption during government meetings became forbidden. This led to an influx of CHEERS copycats all over the country, with many even replicating our unique and eye-catching logo.

Despite the challenges, CHEERS was the first retail store to offer good, affordable wines to consumers. We established our internal CHEERS university, where we trained our staff about wine, our culture, and customer service rules. However, the game changed rapidly in mid-2013, with competitors opening multiple wine stores within 200 meters, recruiting many of our staff, and causing a 50 percent sales staff turnover.

We realized the need for opening wine stores and started a franchise business, which helped us grow rapidly. We then upgraded our stores and assortment of products, opening Store 88 in the Indigo mall, which helped us establish ourselves in a new environment. When Covid hit, many malls were forced to shut down, and street stores regained popularity, especially for quick home delivery services. Luckily, we were prepared for this, as our stores were already connected to popular waimai platforms.

Through these challenges, I learned the importance of taking care of my health, getting enough sleep, and eating mindfully, to keep up with the fast pace in China. The biggest takeaway was leading myself first, so I could lead others. The key to CHEERS' success was our outstanding team, which is dedicated and motivated. Our core members have 65 years of experience in running CHEERS.

How has CHEERS evolved since its creation in 2011, and what are some of the biggest changes you've seen in the wine industry in China during that time?
Over the years, consumers have become increasingly knowledgeable about wine, thanks to the wealth of wine education available. At CHEERS, we've helped introduce newcomers to the world of wine by offering daily free wine tastings, and by organizing weekly Mini Wine School sessions.

We've noticed a trend towards dry white wines, which has been growing since last year, and expect it to continue this summer.

Interestingly, we've also observed a growing demand for Chinese wines, as young winemakers in Yunnan, Ningxia, and other regions of China are producing some truly outstanding wines. It’s fun to work with them and we plan to increase the choices.

Can you share a favorite memory or moment with CHEERS?
Our slogan, "CHEERS MAKES YOU SMILE," embodies our belief that every moment is a potential CHEERS moment. We take pride in providing good wines that create unforgettable memories. There are so many experiences that I cherish, such as the time we paraded a life-sized paper cow on wheels through the city, while handing out flyers and bottles of wine, or the epic Bluesecco-foam-parties at Kokomo's roof terrace with DJ Elmar. I also fondly remember the charity walk led by Mike Wester, who visited 21 CHEERS stores in just two and a half days, the comedy shows in Gulou, and our participation in numerous festivals over the years.

What are some of your favorite wine, beer, or spirits that CHEERS offers, and why do you enjoy them?
Choosing the perfect wine involves considering the occasion, the company, and the food you'll be enjoying alongside it. My current favorite white wine is Gotas de Mar. It’s made from Godello, which is a rare and trendy grape variety with a unique flavor profile. It’s simply the best wine to pair with seafood!

For heartier fare, I always turn to our Barolo and Malbec from Chile, both of which are full-bodied and packed with rich flavors. These wines are perfect for sharing with good friends over a delicious piece of meat.

What are some of the goals you have for CHEERS in the future and how do you plan to achieve them?
Despite the challenges posed by the COVID-19 pandemic previously, the market is showing signs of renewed energy. We at CHEERS are planning to expand to other cities, and requests from entrepreneurs to open their own stores through our franchise system are increasing once again. However, the world is in a different place than it was before. The ongoing conflicts in Europe have led to higher energy costs, making wine production and the production of glass for wine bottles insanely expensive. Additionally, it has become increasingly difficult to discover high-quality wine picks in the market.

What can attendees expect from CHEERS' 12th anniversary party, and what are you most excited about for the event?
Our past CHEERS Birthday parties have been nothing short of legendary, and one of the craziest was held at our Gulou store. We had a whopping 1,000 people in attendance! At CHEERS, we believe that our community is at the heart of everything we do. We love bringing people together to enjoy good wines and good times.

This Saturday, we're celebrating our 12th anniversary with free-flowing sparkling wines from 7 to 8 pm, live unplugged music, delicious cakes and snacks. Slowboat is generously sponsoring kegs and cans for free-flowing drinks as long as they last. Come and join us for a night of celebration and community!