Why I fired my fiat customers with Ben Justman

Ben Justman is a winemaker, entrepreneur, and bitcoiner. He founded Peony Lane in western Colorado with a bet on long-term thinking: plant grapes, make wine, and stack bitcoin. In this episode, Ben joins The Bitcoin Frontier to share how he built a handcrafted wine business from the ground up—during a drawdown—and how his best customers turned out to be bitcoiners.

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TIMESTAMPS:
0:00 – Intro
1:14 – Bitcoin bull run and building a business on conviction
7:10 – Wine, frost, and learning the hard way in two industries
13:45 – Why winemaking and bitcoin both reward patience
21:15 – What’s really in your wine—and why bitcoiners care
27:00 – Selling wine for sats: accepting bitcoin and adapting systems
33:00 – Borrowing at the top, stacking through the drawdown
40:00 – How bitcoiners became his core customer base
46:30 – Fighting industry headwinds with niche alignment
49:40 – The downside of leverage and the value of conviction
59:25 – What’s next for Peony Lane

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