From Rare Whiskey to DeFi Collateral: Tzvi Wiesel's Bold Vision

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For this week’s Tuesday episode, I interviewed Tzvi Wiesel, co-founder and CEO of BAXUS — a Solana-powered marketplace for high-end wine and spirits.

We dive deep into how BAXUS is tackling inefficiencies in the alcohol market, from price mismatches and shady gray markets to turning whiskey collections into onchain collateral. Tzvi shares the journey from running whiskey festivals to running his own vaults, why Solana was the right chain, and how he’s unlocking global liquidity in a $2T+ industry.

This episode is a part of the Solana Sessions campaign that Token Relations and the Talking Tokens podcast are doing, diving into founders’ journeys and startups building on Solana. Check out the accompanying newsletter here.

Timestamps

00:00 – From Whiskey Festivals to On-Chain Marketplaces
01:26 – The Problem With Alcohol Pricing Globally
03:39 – Arbitrage, Rare Bottles & Building a Marketplace
07:44 – Why BAXUS Runs Its Own Vaults
10:40 – Bringing Liquor On-Chain: Solana, UX & Gas
16:03 – Credit Cards vs Stablecoins: Who's Really Buying
21:04 – The Rise of Tokenized Booze Collateral (w/ Loopscale)
27:00 – Turning Collections into Capital
30:26 – Targeting the $2T Global Spirits Industry
34:33 – Lending, Cask Financing & Economic Friction
40:13 – Who's Selling: Collectors, Retailers, and Liquor Stores
45:07 – How BAXUS Powers Brand Activations Like Wild Turkey
48:52 – Going Global: Where Will BAXUS Vaults Pop Up Next?
54:00 – The Future of Wine on Chain
58:00 – Why Community Matters More Than Airdrops

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Money and people moves

1. BlockFi co-founder Flori Gilroy hired to lead revamped SoFi crypto unit (Blockworks)

2. Ondo Finance acquires Strangelove to accelerate its RWA platform development

3. Nasdaq-listed Sonnet BioTherapeutics agrees to $888 million merger to become Hyperliquid Strategies, launch HYPE treasury (The Block)

4. Metaplanet CEO Quietly Helps Acquire Asian Firms to Push Bitcoin Agenda (Decrypt)

5. Upexi Raises $200 Million to Double Solana Stash (SolanaFloor)

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Please note that this content is for informational and entertainment purposes only. Any views shared should not be considered financial advice, nor should it be used to make investment decisions. Cryptocurrencies are high risk and you should consult a financial professional before making any financial decisions. Make sure you do your own research. We may have a direct or indirect financial interest in content mentioned in this newsletter.