(Yicai Global) Feb. 13 -- A number of Chinese alcoholic drinks makers have opened restaurants in a bid to step up consumer engagement and further expand their market shares. 

Wusu Beer Group, a Carlsberg Group company, opened a barbecue restaurant in downtown Shanghai to promote its products on Feb. 10. Other alcoholic beverage producers such as Jiangxiaobai Liquor have also opened dining venues to extend their consumer reach.

Wusu Beer is not venturing into the catering sector per se, but aims to sell more beer via the eateries, as barbecues with beer have become popular in China in recent years, the company told Yicai Global.

The move by alcohol brands to open restaurants reflects the upgrading of the service system and can also enhance user engagement by building a fan base, said Zhu Danpeng, a Chinese food industry analyst. On the whole, these eateries will help boost sales and profits, Zhu added

But some industry insiders noted that opening such venues is very expensive, and companies must pay attention to the balance of income and expenditure.

Distiller Jiangsu Yanghe Brewery Joint-Stock inked a deal with five-star hotel chain Wanda Hotels to open a restaurant in Nanjing last June. The restaurant lets customers learn more about the history of Yanghe Brewery’s products, the firm said.

Jiangxiaobai opened a bistro in Chongqing, the liquor maker’s hometown, in 2021. The menu includes bar snacks and drinks recommendations for each dish. The menu pairs the company’s wines and other beverages with the dishes on offer.

Editors: Shi Yi, Martin Kadiev