Peet’s Coffee opens in Beidahu Ski Resort ahead of peak season
As the season of snowflakes and ski slopes approaches rapidly, the California-based brand Peet’s Coffee has opened a shop at the Anta-owned Arc’teryx store in Beidahu Ski Resort, Jilin Province.
In celebration of its most recent opening, Peet’s Coffee has introduced two drinks exclusively for its Beidahu location: Coconut Snow Mocha (hot and cold) and Wild Lemon (served cold).
In addition, Peet’s Coffee has introduced convenient canned coffees for on-the-go refueling after a day on the slopes. Throughout the month of December in Shanghai and Beijing, the coffee chain will launch outdoor coffee brewing and winter-themed outdoor activities to provide customers with an immersive winter experience.
The most recent collaboration shines a light on China’s growing skiing trend, which exploded at the start of 2022 as a result of the Winter Olympics. Skiing is now a status-improving sport in southern cities of the first tier, where it is favored by the new middle class. Earlier this year, a flurry of luxury brands jumped on the trend to secure their position in the winter sports market.
Now that winter is approaching once more, brands are preparing for what could be a second winter sports shopping boom in late 2022 or early 2023.
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Source: Coffee Talk