In this episode of Liftoff with Keith, Keith sat down with Devon Ferreira, CEO of CruTrade, to explore how technology is transforming the fine wine industry.

Devon explains why the secondary wine market is broken—plagued by access issues, counterfeit risks, and bottle spoilage—and how CruTrade solves this through blockchain-verified provenance, RFID tracking, and tokenized wine trading that allows bottles to change hands without ever leaving storage.

They dive into:

Why 1 in 3 collector bottles risk damage
How compounding spoilage destroys value
What “tokenized wine” really means
Why producers and collectors both lose in today’s system

How storytelling—not just technology—builds great companies

This is a masterclass in marketplace innovation, transparency, and storytelling—whether you’re a founder, investor, wine lover, or Web3 enthusiast.

Connect with Devon Ferreira:

Website: https://www.crutrade.io/
LinkedIn: https://www.linkedin.com/in/devonferreira/

Sponsor Info: We are strategic business advisors with decades of leadership experience and a proven track record of driving businesses’ growth.

We specialize in creating custom-tailored strategies to introduce your company, drive growth, build leadership teams, and ensure companies implement appropriate compensation programs.

Our mission is to utilize our expansive network to benefit your company https://www.compass-strategic-advisors.com/

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For sponsorship inquiries, please contact: sponsorships@wherewithstudio.com#CruTrade #FineWine #WineCollectors #Blockchain #Web3 #Tokenization #LuxuryMarkets #Marketplace #StartupPodcast #Founders #Entrepreneurship #DigitalTransformation #Provenance #WineIndustry

How CruTrade Is Fixing the Broken Fine Wine Market with Blockchain & Provenance

Liftoff with Keith Newman: For Founders looking for a new growth playbook and further inspiration.