The Tastes of Success. SME File article looking at the stories of four SME companies in the wine and confectionary markets.

By Mark Andrews

The Bridge. Winter 2017

The Bridge speaks to four Swiss SMEs – CHEERS Wines, Lindt, Ricola and Schuler – on how they have carved a successful niche for their brands in China’s challenging wine and confectionery sectors.
CHEERS Wines Claudia Masüger, CEO and founder,

Can you explain why you created CHEERS Wines?

I come from a family that has been in the wine trading business since 1898. After coming to China in 2008, I founded MQ Wines, a B2B wine trading company. When a fire burnt down my warehouse, I considered my options, and started CHEERS Wines.

I wanted something non-traditional, colourful, affordable, understandable and most importantly that would be fun. So I started the first CHEERS Wines store with the aim to make wine drinking both fun and affordable. CHEERS Wines was the first in the local wine business to bring an imported bottled wine with nice quality and sell it for RMB29 on the shelves. With this step we changed the Beijing wine market and, more importantly, we introduced a new lifestyle to the young generation.

You can read the full article here

Mark Andrews has written about everything from Japanese houses to heli hikes on New Zealand glaciers, test drives of Chinese cars to bar and restaurant reviews. He currently specialises in travel articles and reviews of Chinese cars plus articles about the Chinese auto industry.

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