NASDAQ-Traded Heritage Distilling Goes Crypto: Now Accepting Bitcoin and Dogecoin Payments

Heritage Distilling—yes, the booze biz—just made a power move by adding crypto to its treasury playbook. Bitcoin? Check. Dogecoin? Somehow, also check. Because nothing says ’serious financial strategy’ like pairing whiskey with meme coins.

Why This Matters

The NASDAQ-listed company is betting that crypto holders have a thirst for premium spirits—and maybe a tolerance for volatility. It’s a liquidity gambit with a side of branding stunt, proving even traditional sectors can’t ignore crypto’s siren song.

The Cynical Take

Because when your stock’s underperforming, why not pivot to the asset class known for 80% drawdowns? Cheers to that.

Long-term store of value

Heritage believes Bitcoin serves as a viable long-term store of value, while dogecoin is gaining traction as a transactional currency.

“Heritage has always been an innovator,” said CEO Justin Stiefel. “Unlike traditional investors who buy crypto with cash, we produce goods with built-in margins that help offset volatility.” Stiefel added that accepting cryptocurrencies offers new financial flexibility and helps the company reach a broader customer base.

The company cited data suggesting up to 86 million Americans hold Bitcoin and 83 million wallets hold Dogecoin. Heritage plans to leverage this growing user base, especially as updated accounting standards simplify crypto asset reporting for businesses.

The policy includes detailed governance, reporting, and auditing protocols to manage cryptocurrency operations.

Heritage joins other firms like Genius Group in exploring crypto-based treasury strategies.