Ten Years of CHEERS! A Decade of Delicious Memories

10TH 

ANNIVERSARY

Ten years! A full decade of opening bottles and stores and the wine market as a whole. CHEERS fans all have their own special memories. Here are ten of mine — one for each year.

The Alphorn!

It’s not Christmas in Switzerland—home of CHEERS' owner Claudia Masueger — until you've heard the warm rich sound of a four-meter-long alphorn. (At least that's what I imagine.) Lots of wine and Christmas cheer at CHEERS during this 2013 event.

Beaujolais Nouveau

Customers in the Sanlitun shop waited almost ten hours in 2016 for the first new bottles of this French wine to open. The atmosphere was so electric, and the shop so packed, then education director Angqian had to climb on top of the counter just to pour the wine.

Image source: Wine Spectator

On the Go

CHEERS is always a familiar presence at food and drink and craft fairs — and easy to spot with its white and red house colors—such as the annual Beijinger Burger Cup.

Wedding Bells

Claudia doubled as a minister for the wedding of marketing director David and Ming Ming in 2016 in a CHEERS store. There was no shortage of wine to celebrate this festive occasion!

The Big Lebowski Screening

This outdoor fundraising event in 2014 at the former Xindong Road shop should have been called The Big Chill as temperatures were well below zero. Luckily, we had plenty of mulled wine, and heavy jackets, to keep us warm.

Cocktail Power Hour

CHEERS had a short-lived, delicious and highly under-rated cocktail program, with David serving as bartender and whipping up tasty frozen margaritas.

Trade Talks and Tastings

Justin Corrans ranks among the many winemakers/winery reps to host fun and informative events with CHEERS, in this case with his Jailbreak and de Liefde wines. Corrans recently became chief winemaker of the much larger operation, KWV, which will also supply wine to CHEERS.

Justin Corrans & Jim Boyce

Maovember

CHEERS has been a supporter of this annual month-long fundraising campaign since it began in 2015. Whether by hosting dance parties, blind tastings and mulled wine tours, backing a 900-km charity walk, or producing the campaign’s lapel pins, CHEERS has helped Maovember fund reading rooms across China.

Random Drinks

Sometimes it’s just fun to pop into a shop and share wine with friends. Or even outside the shop! Like in 2018 when we got together to try CHEERS wine plus some local brands. Good times!

TBD

Finally, a space for those memories soon to be made, especially given some very nice new wines about to arrive in CHEERS, including from the highly esteemed South Africa winery Springfield Estates. A delicious start to another decade of CHEERS!

Image source: Claudia Masueger

Original by Jim Boyce, Grape Wall of China 葡萄围城

Tap here to learn more about grapes and wine-drinking.

This week, as part of our 10th anniversary promotion, we're offering a 3-bottle set of dry red from Tussock for just ¥199: French pinot noir (187ml), Spanish Tempranillo (750ml) & South African shiraz (750ml).

Extract the QR code in the flyer below to get this great deal.

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