Grow Your Business, Your Way

Your products should be able to speak for themselves, and you should be able to champion them. 

Many Sellers face difficulties breaking into new markets, finding Distributors to support their products, and growing their overall brands.

Merchant23 is here to change that. 

Create a free account

The Merchant23 Marketplace

Licensed alcohol beverage Sellers can sell their products Direct-to-Trade nationwide in the Marketplace. Trade Buyers can discover the products, request samples, and place orders directly with Sellers.

Learn more


Frequently Asked Questions


Do I have contracts with you or the Distributors?

Neither! Merchant23 distribution partners only take title of products as they come into the state of the Buyer. Sellers do not enter into formal contracts with a Distributor with the exception of franchise states. 

Learn more


What is this cost of joining?

Joining Merchant23 is FREE. Yes, free. Merchant23 builds a transcation fee, distribution fee, and shipping on top of your FOB prices. You always make what you want to!

Learn more


Who owns my inventory?

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! 

Learn more


How do I get started?

Begin by creating a Seller’s account. Then start uploading your products including images, wholesale case prices, inventories, tech sheets, SRPs. 

Learn more


The Seller’s Guide

The Seller’s Guide is a comprehensive overview of the Merchant23 Model including:

  • Selling Direct-to-Trade
  • How to create a Sellers account
  • Tips and tricks for uploading products
  • Details about our distribution partnerships
  • Invoicing & payment
  • Compliance & licensing
  • Why Merchant23 is right for you
Download Now

What Sellers Are Saying

"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 Owner, Wine Guerrilla

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 Owners, Kastania Vineyards

Now that I have completed my information on, I just put in the wine we would like to sell? Wow, so simple! 

Rick Healy Director of Operations, Joseph Cellars Winery

Sign Up Today

Get started today by creating your free account and join the network of professionals who prefer Distribution Simplified.


Create a free account