Our Beliefs

At Merchant23, we believe that Buyers should be allowed to purchase what they want, Sellers should be able to sell their own products, and Distributors shouldn't have to do so much work. 
That's why we built the nation's first Direct-to-Trade Marketplace, backed by our network of clearing Distributors in all 50 states. It breaks down barriers, simplifies commerce, and drives business for Sellers, Buyers, and Distributors. We believe in small businesses, craft producers, entrepreneurs, and innovators. Most importantly, we believe in you.

Meet The Team


Raised in Sonoma County, Jacob has always been connected to the wine industry. His work experience started as an apprentice winemaker at a Sonoma Coast Pinot Noir producer and quickly expanded into sales and marketing for the commercial side of the adult beverage business.

Rena-Wallace-Merchant23 .jpeg

Rena has been providing compliance services to the alcohol trade since 2003. Her years of experience paired with a data-driven approach give her a comprehensive understanding of the legalities within the three-tier system. As Amazon's go-to person while creating their wine system, Rena brings both the credentials and the understanding to assist every Seller using Merchant23.



John works with people and companies that are driven to improve the lives of individuals using platforms, data, and trust. He continually seeks to ensure that people are at the center of our business, “People First - All Else Follows." With extensive business experience and a proven track record in developing, marketing, selling and delivering real-world business solutions to large and small enterprises alike, John is our 'sherpa through the waters we wade'.

Our goal is to help you navigate the alcohol industry in any way that we can. Please don't hesitate to reach out with questions or comments!