For three weekends this month, CHEERS sold mulled wine for maovember at 20 yuan per serving, first at the Sanlitun North Street shop and then at the Xindong Road Shop. It capped that effort with a final night screening of The Big Lebowski, complete with a drinking game organized by marketing director Philippe.
The result? Not only did plenty of people get a winter warm-up from that mulled wine this month but CHEERS raised 2,500 yuan for maovember. CHEERS co-owner Claudia Masueger then matched it with another 2,500 yuan from the company’s foundation for a total of 5,000 yuan, as the company supported maovember for a second straight year.
Maovember focuses on quirky events for good causes. Our 2022 partner is Library Project, which has furnished thousands of reading rooms in rural schools. Learn more about Maovember here. Follow us on Facebook and Twitter.