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Liquor Company's American CEO Adapts To New Climate

The Chinese drank 11 billion liters of Baijiu last year, making it the most consumed spirit by volume. After suffering a significant loss in revenue, Sichuan Swellfun CEO Jim Rice is hoping a new approach will reinvigorate the business.

The Chinese drank 11 billion liters of Baijiu last year, making it the most consumed spirit by volume. After suffering a significant loss in revenue, Sichuan Swellfun CEO Jim Rice is hoping a new approach will reinvigorate the business.

 

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