Chongqing – Since its introduction to China in 2008, craft beer has quickly gained traction, particularly among younger generations. Now, Chongqing boasts a craft beer store that pairs the beverage with a local favorite – Chinese pancakes – at Peiping Machine in Luzu Temple, the historic heart of Chongqing.

The picture of Peiping Machine in Luzu Temple, Chongqing. (Photo/Peiping Machine)

Peiping Machine, a brand that originally launched in Beijing's Fangjia Hutong, draws its name from Beijing's former moniker, "Peiping." What sets this brand apart is its innovative fusion of craft beer and traditional Chinese pancakes, offering a one-of-a-kind taste experience.

According to Tang Mao, office manager of Peiping Machine Chongqing Luzu Temple, this unique combination breaks conventions and creates an entirely new flavor profile. "Pancakes, or 'Jianbing' in Chinese, are iconic in Beijing cuisine. The distinct taste immediately connects consumers to our brand," Tang explained. "This combination sparks curiosity and invites customers to explore, enhancing their desire to try new things."

Chinese pancakes in Peiping Machine. (Photo/Peiping Machine)

What makes Peiping Machine's pancakes stand out is not just their traditional fillings like eggs and crispy dough. The menu features a diverse range of options, from quinoa and vegetable pancakes to Peking duck and even salmon and avocado pancakes, blending both Chinese and Western flavors.

Meanwhile, Peiping Machine's craft beer is far from ordinary. Unlike mass-produced beers, it features unique flavors, such as blends of Chinese ingredients with Western brewing techniques, offering refreshing notes of tea and wheat.

Craft beer in Peiping Machine. (Photo/Peiping Machine)

Tang emphasized that the key to attracting customers lies in the products themselves. However, the brand goes beyond just offering food and drink – it has created immersive experiences that enhance the overall consumer journey. 

For instance, the pancakes are prepared in an open kitchen, allowing customers to watch the entire cooking process. At the bar, customers can taste various craft beers, with professional bartenders offering personalized recommendations, elevating the overall experience and encouraging repeat visits.

"Craft beer and pancakes are perfectly paired," said Tang. "Our sommeliers suggest specific craft beers based on the pancake selection, ensuring an optimized tasting experience for every customer."

Consumers visited Peiping Machine in Chongqing. (Photo/Peiping Machine)

This store in Luzu Temple marks Peiping Machine's first expansion outside Beijing. Tang believes both cities share similarities with their vibrant, bustling atmospheres. "Chongqing has a strong beer culture, with locals enjoying their nightly beers, creating a natural market for craft beer," he noted. 

Tang also observed that Chongqing's residents are open-minded and eager to try new products, experiences, and brands. "Chongqing consumers are enthusiastic about social consumption. They love to share their experiences and recommend high-quality products and services," he added.

With its unique blend of flavors and immersive experience, Peiping Machine is tapping into Chongqing's thriving craft beer culture, ensuring its place in the city's ever-growing food and beverage scene.