Danish craft-beer brand Mikkeller (米凯乐) has a new Beijing outpost – its largest flagship bar worldwide. The two-storey, 260 m² space tucked inside a restored Qing-dynasty building in Beijing’s Xicheng District. It’s a statement of intent, both in scale and in symbolism, as the brand leans into China’s fast-maturing premium beer market.
The venue, which includes a terrace and capacity for nearly 250 guests, is less taproom and more experience hub: the real pitch is atmosphere. Heritage architecture, cultural touches and a design brief that blends Mikkeller’s Nordic minimalism with local character are all at play.
That localisation isn’t superficial. The team brought in a feng-shui consultant during the build-out and reworked its branding to feature Beijing’s Lord Rabbit (兔儿爷), something of a mascot for the city. It’s a subtle but pointed reminder that Mikkeller is not trying to transplant Copenhagen wholesale, but rather build a Beijing-specific identity that fits the neighbourhood it now calls home.
The approach reflects a broader shift among international lifestyle brands in China. Instead of rolling out generic storefronts, more are investing in ‘destination’ venues in heritage districts – spaces that do the double work of storytelling and community-building.
It’s a common approach for fashion houses, but also brands in the F&B world. Beijing boasts many good examples, from the Johnnie Walker House to multiple heritage locations for Japanese coffee chain %Arabica.
For Mikkeller, the new bar shows intent to maintain a footing in China’s growing craft beer industry. By some metrics, their Shanghai store was said to be their best performing. In spite of that, Mikkeller was absent from the Chinese market for a while during the COVID pandemic, when high costs and low income put too much of a strain on business.
The flagship gives the brand both visibility and a platform for expansion, with plans for events, collaborations and limited-release brews tailored to China. All of which should put Mikkeller in the right place to snap up some healthy market share.
