The Bitcoin Frontier Why I fired my fiat customers with Ben Justman
Jul 23, 2025
Ben Justman, a winemaker and entrepreneur, shares his fascinating journey from geology to launching Peony Lane, his winery in Colorado. He discusses how the volatile nature of winemaking and Bitcoin requires patience and long-term thinking. Ben reveals that Bitcoin enthusiasts have become his top customers, emphasizing their shared values. He also dives into the challenges of integrating Bitcoin into his business and the educational aspects of quality wine that resonate with fellow Bitcoiners. The conversation highlights a unique fusion between traditional craftsmanship and modern cryptocurrency.
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Ben's Early Bitcoin-Wine Journey
- Ben Justman moved home to start a winery and simultaneously fell down the Bitcoin rabbit hole.
- He built a house, started making wine, and began stacking Bitcoin during this intense, concurrent journey.
Patience Links Wine and Bitcoin
- Winemaking and Bitcoin investing both require low time preference and patience over years.
- Both taught Ben to slow down and manage risks over time instead of chasing quick gains.
Frost Forces Winemaking Pivot
- After a frost wiped out local grapes, Ben sourced several California varieties to keep his business afloat.
- This forced adaptation helped him learn what wines worked best and shaped his varietal focus going forward.