Eat Beat

Summer Cheers

Cheers, one of the most recognizable wine shop chains in China, has just opened an all-new flagship concept store at Indigo Mall in Beijing.

The new wine shop offers over 150 different wines from all over the world, all of which were selected by the Cheers international team of wine experts in Switzerland. Founded by Swiss businesswoman Claudia Masueger in 2011 in Beijing, Cheers has nearly 70 outlets across 14 cities in China and enjoys exclusive rights in China for 95 percent of its wines. The wine company is able to sell its products at affordable prices because it cuts out the middleman from the process, importing directly from the vineyards.

Wine lovers can expect upgraded customer experiences at the new flagship concept store. The company worked with the design team at DeFacto to incorporate a modern twist to the wine experience, using 3D printing technology to create modern digital elements for the space. For its flagship store, Cheers has teamed up with the world's largest producer of spirits, Diageo, to bring to Chinese consumers a more diverse drinking experience. This store at the Indigo Mall will offer eight different wines from different regions to sample daily.

Focused on making the wine experience enjoyable and interesting, the company regularly holds activities to promote wine culture in China and customers can look forward to a free mini wine school, tasting events and cocktail classes at this new flagship store.

Cheers Indigo store, No 40, LG floor, Indigo Mall, No 18 Jiuxianqiao Road, Chaoyang district, Beijing; 138-1022-9110.