A little over a year ago CAPI launched in Shanghai. The launch kicked off with a lunch and cocktail making afternoon for Shanghai’s best bartenders and F&B industry leaders at institutional venue Highline in Xintiandi.
In the year following, the CAPI team have travelled all around China meeting those in the industry that are helping push China towards the global beverage trend of premiumisation, quality drinks and embracing a great mixer.
Our time in China has been enlightening, fast-paced and eye-opening; pushing the team and brand to uphold our core values whilst localising to cater for provincial taste buds, norms, and behaviours. A lot of companies export to China, a lot of companies hit the ground in Tier 1 cities, but we believe exporting to China does not warrant a singular approach. We don’t want to just export product, but build the CAPI brand in China. We want those running hotels, bars, and restaurants from Shanghai to Chongqing to know who we are and seek out opportunities to partner with us.
In typical CAPI style, we like to flip things on their head and shake up a business model. Our brand values and DNA are what get us out of bed every day. Whilst we travel to China often, something in our export strategy was missing. Melbourne is such a big part of who we are and we’re always working with partner brands to build value.
This led to the conceptualisation of a unique and exciting three-day program where we are hosting 12 of China’s best hospitality experts to experience the best of Victoria. CAPI’s CEO, Emma Evans, is driving our international expansion to China and earlier this year hand-delivered invitations to our 12 esteemed guests.
The first week of September will see the CAPI China Melbourne tour kick off. Our guests are going to be immersed into everything from Melbourne’s thriving coffee culture, to craft local spirits and Melbourne’s best restaurants and bars. More importantly, the immersion will create a forum to better exchange ideas, foster innovation and build partnerships amongst China’s best with Melbourne’s best.
Our aim is to lead the charge in connecting Melbourne companies to China and inspiring them with the opportunity at hand. We want to drive innovation and be the connector for Australia and China in the premium F&B space.
Here is a little sneak peek of what we have planned. Be sure to follow us on WeChat and Instagram for live updates during the week. Ganbei!