Year in the Wild | CEO Claudia on Managing CHEERS from afar

Year in the Wild

CHEERS CEO Claudia Masueger has been stuck in the wild--the Swiss alps!--most of the past year.

How does she manage CHEERS from afar, what wine trends does she see in the China market, and what bottle will she open first upon her return?

QUESTION

What's it like running CHEERS from abroad?

Photo credit: Claudia Masueger

Claudia: At a certain moment, when the COVID-19 situation worsened in Europe, I decided to stay with my parents and take care of them.

But it is hard--I feel so distanced from my business. My number one priority is my team. They had to go through a very tough time, and pulled through, and it is incredible to see this passion and commitment from every single member.

QUESTION

How do you keep in touch?

Claudia: I wake up between 3 AM to 4 AM to be as close to Beijing time as possible. After a series of video calls to China, with all the craziness that comes with it, I find myself back in my childhood bedroom. Surreal but comfortable. Then I get in touch with our suppliers, for which it was great I was in Europe.

CHEERS has gone through many market changes and challenges over the past few years. What I learned is that after every down, there is an up. If you follow one rule, it is to never give up. Keep walking, keep trying and keep finding new ways, is the daily mantra.

QUESTION

What consumer trends have we seen since the COVID-19 crisis started?

Photo credit: Claudia Masueger

Claudia: The big change is the increase in home consumption. Wine became more of a pleasure, more of something to drink at home while relaxing.

We found that easy drinkable wines were popular, such as Lambrusco or a light Pinot Noir. The request for dry whites and sparkling has increased and these are consumed during all seasons.

We have also found that young Chinese like to cook and bake at home. We see a shift from ordering ready-made meals to ordering ingredients to prepare a meal – and to enjoy it with a nice glass of wine. And if a big bottle is too much, small bottles are available, with demand for these increasing.

Mixing drinks at home also became more popular since the song Mojito by Zhou Jielun / Jay Chou went viral last year. During the winter, we sold a package with instructions on how to make mulled wine. It was incredibly successful.

QUESTION

What is the first CHEERS wine you will drink upon your return?

Claudia: I'm looking forward to tasting the Sauvignon Blanc from Springfield Estate, made near the South African town of Robertson, just a few hours from Cape Town. It will arrive in China around the end of March -- I guess it will be there before me! This wine is sensational, and if you try it once, you never will forget it.

Read the full interview here.

Photo credit: Claudia Masueger

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