Merchant23, Inc. logo



7250 Redwood Blvd Suite 300
CA, 94945
United States
Jacob Moynihan

The Direct-to-Trade Online Marketplace for Sellers, Distributors, and Buyers of alcohol.


Merchant23, Inc.

Merchant23 is a SAAS company that provides an online marketplace for Sellers, Buyers, and Distributors of the adult beverage trade while facilitating all compliance and logistics. 

Through our network of clearing distributors in all 50 states, Merchant23 enables wineries, breweries, distilleries, and importers to sell directly to trade accounts. Merchant23 allows legal commerce to operate through a frictionless, easy to use, online platform. The first one of its kind. 

Welcome to Distribution Simplified.




Grow Your Business Your Way

Many Sellers face difficulties breaking into new markets, finding Distributors to support their products, and navigating the complex Three-tier System. Merchant23 is here to help.


The Merchant23 Marketplace

Licensed alcohol beverage Sellers can sell their products Direct-to-Trade nationwide. Here is where you can tell the story of your brand, add images, tasting notes, tech sheets, and more. Trade Buyers can discover the products, request samples, and place orders directly with you.



How It Works

Merchant23 has a network of distribution partners in every state for clearing and compliance. When a purchase order is created through the Marketplace or by a Buyer, the Merchant23 team gets to work on your logistics, clearing, and compliance. You don't sign a contract with the Distributor, they simply clear your products on a case-by-case basis. It really is that simple. 


Frequently Asked Questions

Q: What happens if I'm not registered in a Buyers' state?

A: No worries! The Merchant23 compliance team is here to help you. We can file all of the paperwork on your behalf, or you can do it yourself, whichever you prefer. You only have to get registered once an order comes through, so you don't have to worry about wasting money.

Q: Who owns my inventory?

A: Sellers own and warehouse their own inventory. You can update your available inventories through your account. Merchant23 does not own any product, it’s yours until you sell it! 

Q: What is this cost of joining?

A: Joining Merchant23 is FREE. Yes, free. Merchant23 builds a transaction fee, distribution fee, and shipping on top of your FOB case prices. You always make what you want to, and there are no minimums.

Q: How do I get started?

A: Begin by creating a Seller’s account. Then start uploading your products including images, wholesale case prices, inventories, and SRPs. It takes less than 10 minutes - seriously.


Start Selling Today

Get started by creating your free Sellers account. Join the network of people who prefer Distribution Simplified.


Sign up






News Archive

Never Turn Down a Deal Again
08 October, 2018

Let me guess. There has been a time (or maybe many) when you've had a really interested Buyer. We're talking ready-to-hand-you-a-purchase-order, can't-wait-to-bring-it-in interested. Everything was great minus one teeny, tiny problem — you didn't have a Distributor in their state.

You're not alone. 

There are thousands of Sellers with the exact same story. This got us thinking; why should any Seller have to turn down an order, especially in the most free-market economy of the world!?

They shouldn't.

That's why we created partnerships with clearing distributors in every single state. Their only goal is to get your products into the hands of your interested Buyers. Zero contracts, zero fees. Never say no to a Buyer again.  

It's about time, right? 

I have a deal that needs clearing!

If you don’t have a buyer but would like more information about how merchant23 works, please contact us immediately or set up a time to talk.

Jacob Moynihan | Founder & CEO | Merchant23, Inc.
m. (415) 716-2690 |
7250 Redwood Blvd. Suite 300 Novato, CA 94945 USA

Free Webinar: How To Sell Your Wine Direct-to-Trade
18 April, 2018

Merchant23 Webinar


At Merchant23, we want to give you all the resources you need to be successful. That's why our CEO is hosting a free live webinar on Monday, April 30th at 11:00 am PST.

The webinar will cover everything you need to know about selling your products wholesale including:

  • Why 'Direct-to-Trade' is the future of wholesale
  • Building your brand and business 
  • Sales and Marketing: what nobody tells you 
  • Terms to be familiar with
  • Getting your Sellers account set up
  • How to start selling DTT
  • And so much more

You'll be able to ask questions, see live demos, and chat with other Sellers. Reserve a spot now!




Uploading your products to is free. Yes, free. We build all fees on top of your FOB case prices and only get paid when you do.

If you receive an order from a state that you're not registered in, you can either register yourself or our compliance team can get you set up for some of the lowest rates in the industry. Email for compliance quotes.

Welcome to Distribution Simplified.





...and many more! 

" "We've been using Merchant23 for well over a year and it has been a tremendous partnership for us. All of the staff are incredibly helpful and enthusiastic about selling our wine. They've been able to connect us with Buyers both large and small. This has helped us here at Wine Guerrilla sell over 2,000 cases of wine through the Merchant23 platform while being able to focus on creating great wines and experiences." "
- Matt Railla, Wine Guerrilla
" Merchant23 has given me the freedom to order samples, taste them with my team, and purchase wine with ease. This tool is going to change the wine sales industry for the better. I'm excited to see the evolution of this company! "
- Mark Bright, Saison
" Merchant23 has successfully helped me reduce my inventory when others have fallen short. I have struggled to find a Distributor to represent my small winery. Now there is no need. "
- Hoot & Linda Smith, Kastania Vineyards
" A true game changer. So much pain and waste and markup can be spared with this updated and technically proficient approach. It makes everything easier and empowers small businesses. What's not to like? "
- Darien Brocco, Calave Bar
Title Name Email Phone
Founder/CEO Jacob Moynihan 415-716-2690
Director of Marketing Olivia Schonewise 785-727-8825