Alcohol has always been a big part of Chinese culture, especially when it comes to business relationships ('guanxi' meaning relationship is a buzz word you'll often hear when describing business dealings in China). Now with more money and more alcohol varieties, the need for alcohol - and good alcohol - is amplified. Just look at my grandpa's liquor stash, which is really half of it.
Alcohol is considered perfect for gifting, socializing, dining, and impressing. And its extra impressive if you can drink a lot and don't get drunk. It's actually culturally embarrassing to be seen drunk. Sure makes me want to test out some of my drinking buddies if they can be the last man standing (Gary? Arnold?).
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