If you’re in Shanghai and you’re partial to a pint or two of beer, there’s a good chance you’ve met this lady. While she may look like one of the millions of aunties in the city enjoying retirement by spending afternoons doing square dances in the park, this particular auntie is actually an entrepreneur and well-known throughout Shanghai’s craft beer industry.

Her name is Zhang Yindi (张银娣). She was born in Shanghai and is very passionate about beer. Yindi owned a small grocery store, Haifu Convenience Store (海富便利店), in the 2010s. Driven by her personal interest, she stocked her refrigerators with hundreds of varieties of craft beer. One day, a foreigner passing by the store suggested that she expand her business into beer imports and retail. That passerby was food writer Christopher St. Cavish, who later published an article on WeChat Official Accounts introducing the “Beer Lady” to a wider audience, ultimately helping her gain recognition.

Yindi soon became pubicly known as the Beer Lady, or pijiu ayi (啤酒阿姨). Her sharp business sense and extensive knowledge of beer helped her stand out in Shanghai’s increasingly competitive craft beer market. Her expertise grew from genuine passion. Drinkers visited her stores not only to buy beer but also to chat with her and discover the latest IPA trends from around the world.

The Beer Lady soon expanded into multiple retail stores; even managing a 400-square-meter store was no challenge for her. From the city center to suburban areas, and from commercial districts to residential neighborhoods, she understood how to connect with her customers: through deep knowledge of beer and a sincere, welcoming approach.

During COVID-19, when Shanghai came to a standstill under lockdown, the Beer Lady transformed her largest suburban store in Songjiang into a central kitchen to support herself and her employees. For her, this act of care was simply part of who she was. She believed that optimism was always the key to overcoming difficulties.

Today, only one store near Suzhou Creek remains. It continues to be a popular destination for younger generations. The shelves are organized by country, allowing visitors to explore different beer cultures without traveling abroad. People come to watch football matches, enjoy the riverside breeze, and cheers plenty of beers with friends.

Cover Image via PR Newswire.