Each Character upgrade results in a bonus to one of the following:
- F**k off power for Boss Fights, so you can earn more Rewards at the end of a Season
- A profit multiplier or time multiplier for the Business they're associated with, so you can earn more Cash
Also, Business automation requires Characters to be at a minimum level. The minimum can vary between Season, Character, and Event.
Choosing which Characters to upgrade with your precious Liquor requires strategic thinking and tough decisions!