Spreading taste of nation's fiery white spirit

Matt Trusch wanted to sell a product that is distinctively Chinese, and he figured what better way than chose a drink shared on special occasions.

So Trusch set his heart on baijiu, a Chinese liquor made of red sorghum, and came up with the name "byejoe - a name that any Joe on the street can pronounce".

"Baijiu is a big part of Chinese culture. At banquets big or small, or when friends get together, you almost always find it on the table. Chinese just can't live without it," said Trusch, the president of Bye Joe USA, headquartered in Stafford, Texas, with an office in Shanghai.