BAXUS’s value proposition has always centered on efficiency and transparency–whether through integrating provenance, storage, and marketplace activity for collectors or serving as a data repository that empowers consumers to find the bottle they seek at the best price. Essentially, we address a persistent gap and demand created by the inefficiencies of the three-tier system.

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While the U.S.’s National ABC framework can feel archaic, it does provide some limited upside to producers, distributors, and retailers along the value stream. This is mainly embedded within the core of its regulatory framework—by mandating separate entities cooperate throughout the life cycle of a product, the system promotes healthy competition, provides widespread market access, and streamlines the backend of logistics for distributors and suppliers.

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However, these advantages are at the consumer’s expense.. There is an endemic failure by distributors to effectively address the markets they serve due to a lack of transparency in pricing and allocation, as well as minimal actionable retail insights.  Suppliers lack control over pricing strategies which impact margins and create nationwide complexities. Downstream, consumers bear this burden through limited access to their desired bottles, and inconsistent regional pricing as distributors and retailers set the market equilibrium.

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When Campari invited BAXUS to select an exclusive Russell’s Reserve barrel, we identified an opportunity to serve the broader whiskey community through the integration of our user network and data access, tapping into the value of the “My Bar” feature. We identified the most ardent Russell’s Reserve collectors in our application based on their tracking history. These individuals had upwards of 50 Russell’s bottles being monitored by “My Bar”, yet had never had the opportunity to engage with the brand directly.

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We selected the two most dedicated brand collectors, flew them to Kentucky to meet with Bruce Russell, and they assisted us in our selection of two barrels which we’ve subsequently released back to our community on the marketplace.

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The impact and value-add here is multiplicative—we can serve our users and provide them with a community that rewards their participation through real world unlocks. By encouraging users to keep “My Bar” and wishlists updated, we facilitate a layered, data-driven brand experience that only BAXUS can provide. 

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To further that point, we also create a repository of ground level data for brands to engage with consumers both digitally through our platform and regionally through their distribution efforts. Whereas suppliers and distributors are met with a firewall once those bottles are purchased from retailers, BAXUS creates an avenue for brands to understand the regional dynamics of their most loyal consumers. We can release bottles like Russell’s Reserve 15 - one of the most coveted bottles in bourbon - at MSRP while other platforms continue to increase their own margin pulling their listings closer in line with the secondary market pricing. 

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Additionally, gamification of marketplace discovery through events such as “The (Wild) Turkey Hunt on BAXUS” reinforces our position as a marketplace for both enthusiasts and collectors alike. MSRP or as-close-as possible-to-MSRP pricing, promotional discounts, and mystery bottles boost user engagement and revenue while creating data insights that are invaluable to our brand partners. This symbiosis highlights a key missing element in the three-tier system’s consumer experience–specificity. This singular campaign exceeded sales targets while creating over 2000 new platform signups and more than 8500 wishlist additions.

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BAXUS unlocks new value for both consumers and brands, driven by deep industry expertise and a genuine passion for whiskey. Our mission is to enhance accessibility through community, clarity, and collaboration. By engaging directly with consumers and brands, we introduce a fourth tier that bridges gaps in the existing system.

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