Heritage Distilling Holding Co. (NASDAQ: CASK), a publicly traded whiskey producer valued at approximately $200 million, has announced it will begin accepting Bitcoin for product purchases and will hold the proceeds in its corporate treasury. Per the official announcement, Heritage is partnering with crypto-payment platforms to integrate Bitcoin directly into its consumer payment systems, marking a strategic financial shift for a company rooted in traditional retail and spirits manufacturing.

According to company filings and statements made by CEO Justin Stiefel, Heritage aims to transition toward a “crypto treasury model” while maintaining profitability through premium product sales. The whiskey company said margins on its direct-to-consumer orders will allow it to absorb crypto volatility while benefiting from Bitcoin’s long-term appreciation as a store of value.

Heritage also revealed the launch of its limited-edition “Bitcoin Bourbon,” a 106.15-proof bottle symbolic of the brand’s shift toward blockchain-native commerce. The product launch coincides with a promotional campaign in which one whole Bitcoin will be awarded to a randomly selected customer who purchases using BTC before the end of the quarter. The move mirrors campaigns seen from other crypto-forward brands in fashion and sports collectibles.

With this announcement, Heritage becomes one of fewer than 130 public companies globally holding Bitcoin on their balance sheets. It joins a niche but growing list of non-tech firms exploring decentralized currency as a financial reserve and brand differentiator. The company’s filing emphasized long-term crypto integration not just in payments, but potentially in supply chain tracking and digital collectibles.

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