Heritage Distilling is proof that MicroStrategy’s influence reached the spirits industry. The company announced its intentions to hold bitcoin (BTC) as part of its reserves.
The American distillery mentioned that it will be buying bitcoin. However, part of its strategy also aims to receive payments in BTC that they can keep in their coffers. Heritage CEO Justin Stiefel commented that this initiative seeks to “expand its consumer base to Bitcoin users” while gaining financial flexibility.
Heritage’s intention is for its clientele to be able to pay with bitcoin on its online trading platform. The company has a technology and cryptocurrency committee. This will be in charge of organizing everything related to the implementation of this BTC adoption plan at the business level.
“I am excited to lead this committee as we prepare Heritage to begin accepting bitcoin as a form of payment and acquire or hold bitcoin as a company asset. “The growth of bitcoin is still in its early stages and the opportunity for companies to accept payments in bitcoin is critical.”
Matt Swann, head of the technology and cryptocurrency committee at Heritage Distilling Company.
One factor that may influence many companies to delay adding bitcoin to their treasuries is the volatility of the cryptocurrency market. However, Heritage management trust in that the sector in which they operate as producers of goods can dampen BTC price fluctuations.
MicroStrategy Model Replicas
The leading company in investing in bitcoin as a reserve is MicroStrategy. This year, despite the fall in its shares on the stock market, the company led by Michael Saylor has already purchased more than 1,000 BTC, as CriptoNoticias reported at the time. As of today, MicroStrategy accumulates 447,470 bitcoins in its treasury.
Heritage Distilling is not the first to imitate MicroStrategy’s model. Around the world, there are more and more companies interested in adding bitcoin to their coffers as a strategic asset.
Among them we have MARA, also known as Marathon Digital. A Bitcoin mining company that is no longer content with producing new BTC but also started buying for its reserve. By November 2024, MARA already had more than 24,000 bitcoins in its treasury.
Meanwhile, in Asia, Metaplanet earned the nickname “the Japanese MicroStrategy” after it began replicating Saylor’s company’s bitcoin investment strategy. Simon Gerovich, CEO of the company, confirmed that Metaplanet plans to reach a holding of 10,000 BTC by the end of 2025.
