EPISODE · Jul 23, 2025 · 1H 1M
Why I fired my fiat customers with Ben Justman
from The Bitcoin Frontier · host Unchained Capital, Inc
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.SUPPORT THE PODCAST:→ Subscribe→ Leave a review→ Share the show with your friends and family→ Send us an email [email protected]→ Learn more about Unchained: https://unchained.com/?utm_source=youtube&utm_medium=video&utm_campaign=TBF-podcast-description→ Book a free call with a bitcoin expert: https://unchained.com/consultation?utm_source=youtube&utm_medium=video&utm_campaign=TBF-podcast-descriptionTIMESTAMPS:0:00 – Intro1:14 – Bitcoin bull run and building a business on conviction7:10 – Wine, frost, and learning the hard way in two industries13:45 – Why winemaking and bitcoin both reward patience21:15 – What’s really in your wine—and why bitcoiners care27:00 – Selling wine for sats: accepting bitcoin and adapting systems33:00 – Borrowing at the top, stacking through the drawdown40:00 – How bitcoiners became his core customer base46:30 – Fighting industry headwinds with niche alignment49:40 – The downside of leverage and the value of conviction59:25 – What’s next for Peony LaneWHERE TO FOLLOW US:→ Unchained X: https://twitter.com/unchained→ Unchained Linkedin: https://www.linkedin.com/company/unchainedcom → Unchained Newsletter: https://unchained.com/newsletter → Trey Sellers' Twitter: https://x.com/ts_hodl
What this episode covers
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.SUPPORT THE PODCAST:→ Subscribe→ Leave a review→ Share the show with your friends and family→ Send us an email [email protected]→ Learn more about Unchained: https://unchained.com/?utm_source=youtube&utm_medium=video&utm_campaign=TBF-podcast-description→ Book a free call with a bitcoin expert: https://unchained.com/consultation?utm_source=youtube&utm_medium=video&utm_campaign=TBF-podcast-descriptionTIMESTAMPS:0:00 – Intro1:14 – Bitcoin bull run and building a business on conviction7:10 – Wine, frost, and learning the hard way in two industries13:45 – Why winemaking and bitcoin both reward patience21:15 – What’s really in your wine—and why bitcoiners care27:00 – Selling wine for sats: accepting bitcoin and adapting systems33:00 – Borrowing at the top, stacking through the drawdown40:00 – How bitcoiners became his core customer base46:30 – Fighting industry headwinds with niche alignment49:40 – The downside of leverage and the value of conviction59:25 – What’s next for Peony LaneWHERE TO FOLLOW US:→ Unchained X: https://twitter.com/unchained→ Unchained Linkedin: https://www.linkedin.com/company/unchainedcom → Unchained Newsletter: https://unchained.com/newsletter → Trey Sellers' Twitter: https://x.com/ts_hodl
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Why I fired my fiat customers with Ben Justman
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