Whiskey maker Heritage to accept Bitcoin and hold profits in treasury

Heritage Distilling, a publicly traded U.S. company valued at $200 million, will begin accepting Bitcoin (BTC) payments and keep the profits in its treasury, according to Bitcoin Historian on X. Responding to the post, Bloomberg Senior ETF Analyst Eric Balchunas called the move smart, saying that accepting BTC is a strategic way for companies to build a reserve. He added that it can also boost sales, as BTC loyalists are more likely to support businesses that accept crypto.