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Heritage Distilling Holding Company, Inc. (CASK), North America’s most awarded craft distillery, is pioneering a new category: Crypto Product Goods (CPG). This marks a shift from traditional consumer packaged goods to products built around blockchain technologies and cryptocurrency integration, making Heritage the first craft spirits company to accept crypto as a form of payment for spirits.
Cryptocurrency Treasury Reserve Policy Adopted
The Company recently adopted a Cryptocurrency Treasury Reserve Policy as part of a broader strategy to diversify corporate sales and treasury operations. As a first step, the Company is preparing the pre-launch of its Bitcoin Bourbon™, which customers will be able to purchase using Bitcoin.
Heritage is also exploring crypto payments across its supply chain, beginning with Canadian suppliers, as it refines its blockchain protocols and infrastructure.
“Our transition to a Crypto Product Goods company reflects our commitment to meeting customers where they are,” said Justin Stiefel, CEO and Co-founder. “This isn’t just about accepting crypto payments—it’s about reshaping the future of how consumer brands connect and engage. We’re redefining what CPG means in the digital age.”
Strategic Leadership for a Digital Future
To support this evolution, Heritage appointed Matt Swann, a FinTech leader with nearly 30 years of experience in payments and digital infrastructure, to its Board of Directors. Swann now chairs the newly formed Technology and Cryptocurrency Committee, guiding the company’s digital roadmap and blockchain strategy.
Swann’s team is actively developing:
- On-chain loyalty programs
- Product-linked NFTs
- Tokenized supply chains
- Decentralized consumer engagement tools
“Heritage is merging real-world products with the power of decentralized technology,” said Matt Swann. “This isn’t just innovation—it’s transformation.”
Looking Ahead
With fewer than 125 public companies adopting crypto treasury strategies, Heritage stands out as a forward-thinking leader in both spirits and digital finance. The implementation of its cryptocurrency reserve policy marks the beginning stages of multi-stage initiative to ensure regulatory compliance while evolving as a crypto-enabled ecommerce brand. Company plans to unveil additional crypto-aligned products and partnerships in the months ahead.