This book analyzes the following questions as to why liquor is becoming so popular in East Asia. Why is production of liquor in East Asia becoming so financially lucrative? Why has the production of hooch (moonshine) become so lucrative? In fact, the production and consumption of liquor in East Asian have become crucial as East Asia enters a period of craft liquor. From the Contents: 2. A Tale of Three Liquors: Political Economy of Sake, Shochu and Whisky in Japan, Nithi Nuangjamnong.