No it is not the next big thing. China has serious trouble exporting baijiu because almost everyone outside of a small group within China can stand the taste of the stuff. Its terrible. Its not even palatable with a chaser to most. Add to it the fact that it often contains unfiltered chemicals from the fermentation process. Corn based alcohol is popular in china for one reason only- its ridiculously cheap to drink.
Born the company is a completely manipulated scam trading on us markets. The nyse themselves have investigated them 3 times this year alone. Born is a scam. I expect sub $2 within a week.
Yes, I will be the first to admit, it is a little strange tasting, and have had it on several toasts when I was there. Drank it to be polite. One of my favorite memories is was often sold in a small glass bottle made to look like a hand grenade. How appropriate.