The "What is Money?" Show The Dollar is Rotten: A Winemakers Journey to Bitcoin w/ Ben Justman
Jul 18, 2025
Ben Justman, a winemaker from Peony Lane Wine, shares his unique journey from traditional winemaking to embracing Bitcoin. He discusses innovative cultivation techniques at high altitudes and the challenges of managing a vineyard while navigating liquor regulations. Justman reveals how selling directly to Bitcoin enthusiasts transformed his business model and philosophy. He also explores sustainable practices in viticulture, the emotional experience of enjoying wine, and the optimistic future of Bitcoin in reshaping economic landscapes.
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From Apple Trees to Wine
- Ben's dad started growing grapes after removing apple trees on their farm in Colorado.
- Initially, the grapes were rejected, so he learned winemaking himself and produced surprisingly high-quality wine.
Water Stress Enhances Wine Flavor
- Water stress makes grapevines root deeper and contributes to unique grape flavors.
- Deep, mineral-rich soil combined with limited watering enhances wine quality by concentrating flavors.
Homogenization via Wine Rating
- The Robert Parker scale standardized wine taste, causing homogenization across big wine producers.
- This influence pushed wines to conform to a specific flavor profile to score higher, reducing diversity.