Claudia Masüger: There’s no 'Wine'ing in Business

Claudia Masüger is something rare and wonderful; a businessperson with a heart. Her upbeat positive attitude and sunny disposition belie a keen business sense. Much like Ching Shih, whom we profiled yesterday, she has built an empire from very little and doesn’t seem to be stopping anytime soon. Let’s get to know this modern mogul and see what keeps her so “CHEERy”.

In 2008 Masüger arrived in Beijing with two suitcases filled with wine samples and a can-do attitude. She started a wholesale wine company called MQ wines and was doing well until her warehouse burned down in 2010. Most people would have said “Well that was an adventure,” cashed the insurance check and moved on, but Masüger is made of sterner stuff. Much like the proverbial phoenix, she rose out of the ashes of that fire, looked around, and saw an opportunity.

At the time wine was very expensive in China. So, in 2011 she decided to cut out the middlemen and sell high-quality wines directly from the vineyards in Europe to the Chinese consumer. CHEERS wine was born. In 2019 there were over 60 cheers locations offering fun, friendship, and of course, excellent wine. Like most businesses, Covid-19 hit the bottom line pretty hard in 2020 but Masüger again saw an opportunity and developed her delivery services. This expat is personally very grateful for the comfort that service provided during lockdown!

But her service to our community doesn’t limit itself to easy access at great prices, she is actively committed to training and promoting employees who otherwise might not have opportunities. She goes out of her way to mentor and promotes from within, giving people the gift of independence and self-respect as they build a life for themselves and their families.

Masüger is optimistic about the future. When talking about what she believes has made her successful and will continue to help CHEERS grow she says “Keeping an open heart, a clear mind, and busy hands.”

I was lucky enough to get the chance to ask this local business leader a few questions and I was struck by her passion. Not just for the wine itself, but the sense of community and the loving memories it can help to create. In a world where we often feel disconnected, it’s clear she knows how to forge strong bonds. Below are her endearing and inspiring responses.

Jingkids (JK): Where did the idea for CHEERS come from?

Claudia Masüger (CM): In 2008 when I arrived in China, wines were overpriced and many of poor quality. Most young people didn’t know much about wine. My aim was, to introduce beautiful and affordable wines with lots of fun and education so that people love to explore the world of wine and enjoy a glass daily.

JK: Of all the countries in the world why did you want to set up a business in China?
CM: I was looking for a new adventure and China seemed difficult and challenging. I thought that was perfect for me.

JK: People who love a challenge like you don’t normally rest on their laurels. What do you hope to accomplish next?
CM: Within China, we started to grow again after a tough 2020 and we now start to have a bigger footprint in other cities. Otherwise, we are in discussion with some partners to start CHEERS in other Asian countries. The O2O (online to offline) solution we offer with fast delivery is a popular business model these days.

JK: What advice do you have for young people who want to start their own businesses as you did?
CM:

If you have an idea, get it started fast and learn on the way.
Get a coach or mentor with experience, who will be your guide along the way.
Watch your health, stay positive and keep smiling at all times, especially when it gets tough.

JK: You do a lot to give back to your community. Why is that important to you?
CM: Education is the only resource that expands when shared. Therefore, we like to provide education for our internal staff as well as for our extended community.

In a world full of online contacts, I believe that offline stores are still important. Some of our bigger stores have sitting spaces where people can meet new friends, taste new products and have a good time.

Finally, wine is the most romantic drink. It warms up your soul and makes you speak the truth. We had many wedding proposals and loving birthday surprises in our stores. Our mission is to make people smile.

JK: You obviously really believe in people and are incredibly supportive of personal growth. What are some ways you encourage that in your employees?
CM: We embrace people who want to achieve something in life, no matter where they come from and who they are. If people are eager to develop, grow and learn, they are welcomed at CHEERS.

One of our heroes for example is Lulu who owns our store 17. He started working with us many years back as a delivery man, then made a successful career as a sales manager in our stores, and finally, he got his own franchise store. Through his determination and hard work, he runs one of our most successful stores and always has a smile ready for every customer.

You can help support this local business and enjoy the fermented fruits of Claudia’s labor delivered right to your door by scanning the QR Code.