Even though Baijiu is the most popular spirit, by volume consumed, in the world, Americans don't really understand the category. Bill Isler, founder of Ming River Baijiu, took an interesting turn after studying in China for law. Setting out to work on business opportunities for folks coming into China, a shift into the hospitality industry came about. First starting as a volume bartender, a shift to focus on the tastier marks of Baijiu, led to a new bar project and the eventual creation of Ming River. This episode is a great deep dive into the category, where up is down, and left is right. The production details of Baijiu are unlike those of any other category. Bill and I sip through all 4 categories of Baijiu and learn about his life along the way. We chat about Beijing, cultural invitations, and funk.