Shanghai Bairun Investment Holding Group Co.,Ltd., the parent company of the RIO brand, has launched its third major financing push into the whisky sector, committing a massive 2.6 billion yuan to stockpile barrels. This aggressive bet comes as the company’s core business continues to face a downward trend.

The move represents a significant gamble on a heavy-asset project with an estimated payback period stretching to 12 years. This marks the third time the firm has sought external funding to underwrite its whisky ambitions.

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