Merchant23 Inc. has applied for alcohol licenses at 630 Cordelia Dr. in Santa Rosa, California, according to the California Department of Alcoholic Beverage Control. The applications for a beer and wine importer license, a beer and wine wholesaler license and an off-sale beer and wine license were listed as pending as of Oct. 22, 2026.
The filings show the licenses being transferred from an existing license. They list Jacob Steven Moynihan as the company’s officer and sole stockholder.
Merchant23 describes itself as a direct-to-trade online wine marketplace, according to Wine Industry Advisor. The company launched in January 2016 and was based in Marin County.
The platform allows wineries, distilleries, breweries and importers to sell their products directly to trade buyers such as restaurants and retailers. Merchant23 announced that its platform enables direct-to-trade sales in all 50 states, according to Wine Industry Advisor.
The combination of importer, wholesaler and off-sale retail licenses would allow the company to import, distribute and sell beer and wine from the Santa Rosa address.
