Heritage Distilling, based in Washington, is set to accept Bitcoin as payment and hold it as a treasury asset, making it the first publicly traded spirits company to do so. As of January 10, the company announced its policy to sell products for Bitcoin, acknowledging the price volatility but emphasizing the potential benefits from attracting new customers and potential value increase in Bitcoin. The decision follows the establishment of a Technology and Cryptocurrency Committee, led by former Nubank CTO Matt Swann, who joined the board on January 6. Facing financial difficulties with a reported $1.76 million in revenue and a $3.43 million net loss in Q3 2024, industry experts question how much Bitcoin the company can acquire without improving profitability. Meanwhile, the craft spirits market is growing, with over 3,000 active distillers in the U.S. The corporate adoption of Bitcoin is on the rise as other companies take cues from leaders like MicroStrategy, which holds significant Bitcoin assets.

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