Spring breezes whisper: it’s time to step out and toast to life!

"Cheers, Chengdu!" 2025 Spring Sugar Life Season kicks off on March 20th! Dive into a 4-day spring extravaganza at Jiaozi Avenue &UFun Square, where 150+ global brands across three themes – Trendy Drinks, Global Eats & Craft Beer – await with 10,000+ exclusive gifts!

As Chief Partner of the 112th Spring Sugar Fair & 2025 Spring Sugar Season, China Resources Beer ignites the city’s passion with its "Spring Tipsy Plan" featuring Jinsha Liquor’s Zhaiyao Baijiu and Snow Beer. Chengdu, let’s raise a glass to spring!

Your Invitation Awaits!

I. 150+ GLOBAL BRANDS: Sip, Savour& Celebrate!

 TRENDY DRINKS SEASON — CLINK GLASSES, SPARK IDEAS!
From dawn coffee to midnight mixology, discover creativity in every cup!

• Coffee Oasis: Escape the office fatigue! Sip brews     from Wild Pigeon, Treehaus, Hidden Rooster & more to     spring melodies.

• Luxe Indulgence: Hennessy FaFa Cart meets century-old Italian     patisserie COVA. Snap with Hennessy’s AR filter →     unlock a COVA x Hennessy V.S.O.P coffee cocktail voucher!

• Tea Renaissance: Jasmine White, Li Shanshan & more     reinterpret local flavors with Eastern aesthetics.

• Brand Pop-ups: Chief Partners Snow Beer & Zhaiyao     Baijiu, plus Zhong Tang, Zhen Nong, U Shine, Yeyo, smart &     more host interactive booths!

Spotlight Moments

• Zhaiyao Baijiu: A literary feast! Watch mixologists & dancers blend     contemporary art with intangible cultural heritage "liquid     painting".

• Snow Beer: Scan     → follow → pose with Mars Green display → claim free     drinks! Unlock hidden surprises by scanning cans!

GLOBAL EATS SEASON — FLAVORS OF THE WORLD, ONE STREET!
Co-presented with Douyin Lifestyle Food Festival & ambassador Zhang Hanyun. Prove you’re a true Chengdu foodie!

• World on a Plate: Authentic US burgers (Pallet), viral pizza (Pizza     Corner), Thai Gov-certified Niki Thai, French art desserts     (TIENSTIENS), Spanish ham (NIANHUA)...

• Local Legends: Viral cakes (Imprint Mountain, Mousse Mountain),     hotpot stalls (Old Ma Za, Luo Er), sushi star (Black Eye Bear),     Guizhou’s famed Dan’s Crispy Duck – zero queues,     pure bliss!

• Fine Dining, No Fuss: Savor signature dishes from Black Pearl restaurants     (Yun·Lu Hui Tianfu, Silver Pot) for under ¥100!

• Pop-up Chefs: 20 "Crossover Kitchen Masters" (fitness     gurus, models, influencers!) host exclusive tasting sessions.

 CRAFT BEER SEASON — HOPS, MALTS & GOOD VIBES!
Call your crew – it’s time to "drink ’til delighted" !

• Heineken® Cyber Hub: Neon lights + metallic art! Taste Heineken®     Silver’s smooth maltiness. Post futuristic selfies →     claim limited brews with surprise "easter eggs"!

• Craft Mecca: Monster Beer Pub, Black Raven (local heroes)     + NBeer (Beijing), Wild Days (Macau), Dào     Brewing (Southwest) & more!
      When global hops collide, a clink says it all!

II. SPRING ACTIVATION: JOY FOR EVERYONE!
Fresh Start Day / Clink Day / Mixology Day / Memory Day – each day bursts with themes!

• Move: Ice     hockey, pickleball, Zumba!

• Groove: Folk,     rap, DJ beats!

• Discover: Street     performers, Hanfu parades, impromptu art!

Unmissable Highlights

• "Shakespeare in the Park": Original musicals Hamlet & Lady     Macbeth transform the stage into open-air theatre!

• Spring Sugar Speakeasy: Championship mixologists craft 7 "Chengdu     Coolers" (Pǎěrduō Twist, Teacup Storm, Jiuyanqiao Sunset). Spot     the Fair’s mascot → win gifts!

• Beer Gauntlet Challenge: Find "Challenge Accepted" booths     → battle 1 vs 7 → claim rewards!

• Brew Talks: Chengdu Craft Beer Association VP Dabao +     brewmasters share trends & tips!

• Ne Zha Invasion: Bilibili’s million-follower artist "Sanca" debuts Ne     Zha-inspired paper sculptures. Raffle: win a custom     "Panda Paper Sculpture"!

• Exclusive Exhibit: Ne Zha 2 behind-the-scenes at Jiaozi     Bookstore (character designs, storyboards, director’s doodles!).

III. COLLECT STAMPS, WIN 10,000+ GIFTS!
Citywide Sugar Hunt (March 19th start):

• Explore 100+ lifestyle stores across     Chengdu → complete tasks → claim "Citywide Sugar Pack" at     the main venue (feat. Zhaiyao mini baijiu, Heineken® Silver & more!).

At the Venue:
Grab a Spring Sugar Passport! Collect stamps → unlock treats & merch while enjoying non-stop fun.

This March, Chengdu swirls with spring air and the aroma of fine drinks.
March 20-23 | Jiaozi Avenue &UFun Square (Outside)
Let’s stroll Chengdu’s streets, clink glasses with life, and make friends with the world!

Visit the official website of China Resources Beer for more information：

www.snowbeer.com.cn

Scan the QR code to follow the official account of "Snow Beer High-end Series"