Up to now, China has not exactly been the dream destination for wine merchants. But that seems to be changing slowly. Claudia MasŸger, CEO of CHEERS Wines + MQ Wines, is one of the first to have recognized and taken advantage of the enormous potential of the Chinese wine market. Successfully, too. Something that is underlined by the large number of copy cats of her sales strategy. At the Foreign Trade Forum, Claudia MasŸger will be outlining how to conquer China with a case of wine samples and how to whet the appetite of a new consumer base. MQ Wines is a B2B company and was founded in 2008. The aim was to offer good quality, low-price wines to B2B channels in China. Since the wine market has changed considerably since the anti-corruption campaign, and it is becoming increasingly difficult for B2B companies in this field, we have now begun to expand our range to other areas, with Food & Beverages our main focus. CHEERS Wines has its own wine retail stores with sit-in space. The company was established because the MQ Wines storage facility burned down in November 2010. This gave us time to develop a B2C strategy. The first CHEERS store opened on 9 April 2011.