Nouns Whisky - Onchain Prop


The best things in life are worth waiting for and either you take from something that has already been made or you create something entirely new.

This proposal is to introduce the ever growing Nouns community to the world of owning premium spirits in your Nft investment portfolio without leaving your front door and, to introduce the world of whisky to Nouns. Our first Nouns DAO offering will be to create and craft a premium, 3-year old Nouns Whisky. Our model is sustainable and returns a percentage of profits back to the DAO.

There are distilleries around the world that have whisky (distilled twice) or whiskey (distilled 3 times) in their warehouses ready to be sold in a barrel or a bottle format to anyone that can then slap a label onto the bottle, create a concept around it and call it your own. This is awesome and is easily accessible for any builder to start something overnight, but why do that if you have the infrastructure, patience and expertise to create something that is authentic and entirely new. This product is then born with the help of the community and collectively we can watch our creation mature, flourish and proliferate over a span of 3 years, and then watch as it leaves the distillery for the real world to take on a life of its own as it finds its way to your home, bar or restaurant.

This project will first take shape with an oak barrel, and Whisky barrel or cask trading is becoming more popular across the world and is considered a better investment in the long-run as whisky is an appreciating asset and therefor probably more valuable down the line than most of the nft projects that you have floating around in your wallet and hidden folder. With Nouns Whisky we’re making it easy, with less barriers to entry, so that anyone with 0.35 Eth in their wallet can buy 1 of 500 barrels of whisky (25L / 6.6 Gallons) on OpenSea. Your whisky barrel will be stored securely in the warehouse and is now tied to your wallet address. This is the beauty of provenance and PBT (physically backed tokens) that record your purchase and ownership on the blockchain.

Ok, you now own a barrel of whisky in a beautiful city in Cape Town, South Africa. You probably haven’t visited our country, you can’t see your barrel of whisky in person, but you’re excited to own something that is actually tangible, real and valuable. So now you must hodl your nft as the whisky ageing process takes 3 years until it is ready to be bottled and shipped. This is why we’ll be installing a live camera feed in the warehouse and doing quick vlogs during the setup phase so that Nouners can watch us start this journey together. And remember you have a cool as f**k, 1 of 1 Nouns Barrel Head artwork that represents 1 of 500 Nouns Whisky barrels in the warehouse, this is ground breaking for the ecosystem! With everyones help this could possibly be the best long-term investment that you’ll make in Web3 in 2023 and only for roughly $450. But the real question is, can your paper hands become diamond hands and hold onto this token until the next bull run?

And now to introduce ourselves. Hi guys, my name is Pierre and I’m the Project Manager for Nouns Whisky, South Africa and this is Andre the Master Distiller. We’re both makers, builders, love Nouns, everything Web3 and we’re asking for an investment of 102 Eth to create the first of many Nouns Whisky projects over the next 7 years until we reach 2030 when we can release a 7-year old premium whisky born from the Web3 treasury of the Nouns DAO. This is a perfect goal for us to collectively pursue with ‘One Noun, Every Day, Forever’ on the blockchain. We believe in the ethos of for Nouns by Nouners and then inviting newcomers to join us. This project is our contribution to the Nouns virtuous cycle and a global cultural revolution. We invite you to take a look at our sustainable proposal & vision, and please feel free to ask us any questions in the Nouns Whisky Discord, let’s make this happen and do something cool in the consumables category!

Financially what do we need to make this concept come to life? Let’s break it down simply:

  • 10 Eth for production management costs, merchandising & local content creation.
  • 20 Eth for global marketing, strategic partnerships & paid advertising over 12 months.
  • 22 Eth for oak barrels, spirits & labor.
  • 50 Eth for the facility infrastructure that will produce & house the barrels for 3 years.

Total ask: 102 Eth (in-depth breakdown below Q&A)

If you have any questions that aren’t posted here please reach out and post them for us to answer: comment here on Discord.

Questions & Answers

  1. When will the project launch: If approved, on the 20th of December 2022 we’ll have the soft launch on OpenSea.
  2. How many barrels are owned by the Nouns DAO? = 100 barrels / Nfts
  3. How many barrels are up for sale to the public? = 400 barrels / Nfts
  4. How many bottles are there in a barrel? = 40 (500 ml, 16,9 oz)
  5. What is the barrel nft price? = 0.35 eth (roughly $450)
  6. Is there a creator royalty? Yes, 5% (2.5% to Nouns DAO, 2.5% to Nouns Whisky)
  7. Is there a Whitelist? No, first come first serve
  8. Can I re-sell my barrel nft? Yes, you can do this at anytime in the next 3 years
  9. Can I re-sell my bottles in 2026? Yes, as separate nfts in a new collection that we’ll open on OpenSea.
  10. Will the barrels ever leave the warehouse? No, only bottles will be shipped to the buyer that requests to do so.
  11. In 2026 how do I redeem my bottles? You’ll burn the barrel Nft to redeem them. Fun fact, barrel makers actually do char the barrels.
  12. Do I pay for duty costs, shipping, postage & final packaging of the bottles in 2026? Yes, these costs will be calculated in 2026.
  13. Can my bottles be shipped worldwide? Yes, besides Antartica & the metaverse.
  14. Do I have to be of a legal age to buy a Nft tied to a barrel of whisky? No
  15. Does the distillery have the licensing to sell the barrels to the public? Yes
  16. Do you have to be of a legal age to consume the whisky? Yes
  17. Is this financial advice? Definitely not. DYOR. Google whisky cask investments.
  18. Is this going to be a lot of fun? Hell Yes!
  19. What is the flywheel & virtuous cycle? Besides the 100 barrels that the Nouns DAO owns, it will receive an additional 10% of the net income of the Nouns Whisky sales from the 400 barrels on OpenSea. We will also open a Nouns Whisky Instagram, Twitter, Website & Newsletter. We will also continue to keep on making more Nouns Whisky Barrels year by year and start a Nouns Gin & Vodka brand down the line.
  20. What is the proliferation process? By creating hype around the whisky project on a global scale with paid advertising and strategic partnerships. We will also introduce South Africa to the Nouns ecosystem by starting with the Whisky project and then branching off into other R&D opportunities.
  21. Are we a Nouns Whisky DAO? Not at the moment, this could be something that we introduce down the line once we have the basic Nouns Whisky infrastructure in place.
  22. Are we a Nouns Whisky Bar? A small one yes, we will host a pop-up bar every 3rd month at the distillery with a live feed so Nouners can tune in.
  23. What is our Nouns Whisky Club? This will be a project that we will introduce in Q3 of 2023.
  24. Do we own the Nouns Whisky or Whiskey names? No, we encourage other distilleries to create their own versions and join the global community.
  25. Is this Probably Something in 2023? Most definitely!

With all the love & effort going into this project, it is a community endeavour and we plan to work with Nouns builders & content creators, the general community and anyone that wants to join us on this exciting journey to create this high-end luxury Nouns product that you can hand down to further generations if you have diamonds hands!

And remember: ‘Whisky’ derives from the Gaelic term usquebaugh which translates as ‘water of life’ and Nouns are the seeds of Web3 that we can help grow and prosper through this project.

The In-Depth Business Details

1. The inception and execution is broken down into 6 x Phases.

Phase 1 - Nouns Nfts - 20 December 2022 / January 2023

  • 500 Barrel Heads are designed & generated and uploaded to OpenSea manually. No minting site.
  • Nft sales / claiming starts on the 20th of December with our soft launch.
  • The DAO holds 100 barrels and can decide how these are allocated.
  • The distillery holds 400 barrels and these will all be sold to the public at 0.35 eth each.
  • The project does not need to sell all of the Nfts at the soft launch as this is an ongoing project.

Phase 2 - February & March of 2023

  • The Pienaar & Son Distillery will source and acquire the 25L Oak Barrels.
  • A 3-year lease on a storage facility will be negotiated and locked down for 36 months.
  • Sin tax licensing will be registered for the project.
  • Insurance for the barrels will be setup.
  • A security company will be contracted to make regular rounds at the facility during the projects lifespan.
  • Employment of labor will be needed to set the barrels up in the storage facility.
  • Public Liability insurance will be set up for the labourers & potential visitors.
  • A pallet jack will be bought to move the barrels, bottles & liquid around in the facility.
  • Liquid for the whisky barrels will be produced.
  • Holding tanks (2x200L + 2x500L) will be acquired for the facility.
  • Internet & a permanent computer is set up in the storage facility.
  • A camera is installed in the storage facility so that anyone can view the process of the barrels being set up via the Pienaar & Son website.
  • The distilling of the whisky barrels starts in mid April.

Phase 3 - March & April of 2023

  • Provenance / ownership of the barrels will be recorded with the Nfts ID and these Nfts can be re-sold from the launch date over the span of 36 months until the whisky is ready to be bottled in 2026.
  • A press release will be compiled explaining the collaboration between the Nouns Dao project & the Pienaar & Son Distillery.
  • This will be sent out in late March to various news outlets across South Africa and to select Nft, whisky, food & beverage news websites.
  • A more in-depth Nouns Whisky website will be created.

Phase 4 - May 2023

  • 4 x Small events will be held at the distillery with Nouns memorabilia on display.

Phase 5 - June 2023 onwards

  • The barrels will be monitored by the distillery over the coming months and updates will be added to the Nouns Whisky website for all holders to see.

Phase 6 - March / April / May / June 2026

  • The whisky will be ready to be bottled & packaged for the Nouns DAO & the public holders.
  • 40 x (500 ml) bottles will be available from each barrel, also accounting for liquid evaporation over 36 months.
  • The owner of the barrel will then be able to ship these bottles to a specified destination across the world. P&P / Shipping will be for the holders cost. Or the holder can enter a storage agreement with the Distillery and the whisky can age further.
  • If the holder chooses to redeem their barrel and put their 40 bottles up for individual sales on our OpenSea page, this is an option.

2. Nouns Whisky South Africa Project Costs:

For this project to proceed, upfront costs are necessary to create the Nouns Whisky infrastructure and to produce the liquid. We are asking for 102 Eth with the aim for the DAO to recoup this investment through their 100 Nft sales if they choose to do so. Pienaar & Son have a proven track record in running a sustainable business for over 7 years and this project will be a success.

102 Eth will be needed for infrastructure as laid out below.


  • Purchase Oak barrels (100 guaranteed to be produced for the DAO)
  • Produce new-make spirit to fill the oak barrels. The oak + ageing time is what gives whisky its characteristic flavour.
  • Depending on public sales, the additional barrels will be purchased and liquid distilled.


  • 3 Year storage facility lease
  • 2 Month rental deposit fee
  • Storage facility insurance for 3 years
  • Liquor licensing & legal fees for 3 years
  • 4 x Holding tanks
  • 1 x Pallet jack
  • Security fees for 3 years
  • Labor
  • Public Liability insurance for 3 years
  • 1 x Computer and hi-res camera setup
  • High-speed internet rental for 3 years for live facility feed


  • 2 Month Nft design & brand development fees
  • 6 Months design & South African marketing material fees
  • 6 Months social media fees
  • 6 Months project management fees
  • 1 Months PR agency fees for the Press Release
  • 4 x Eventing fees in June 2023
  • Basic website development
  • 200 x Nouns t-shirts & tote bags (given away for free at the distillery)
  • Photographer for content creation
  • Accounting fees for tax declaration


  • Identify key food & beverage websites and contact them for product reviews and paid advertising over 12 months.
  • Connect with Nft News outlets for reviews and paid advertising.
  • Connect with traditional media outlets for advertorials & press release information.
  • Connect with established builders in the Nouns ecosystem to create paid content for Nouns Whisky.
  • Look at ways to utilise digital billboards with Nouns Whisky assets.

3. How much ROI can the Nouns DAO expect from the Nouns Whisky project?

  • 102 Eth investment
  • Produces 100 barrels
  • 40 bottles per barrel = 4000 bottles
  • If the DAO chooses to hold onto all the barrels till 2026. There will be a $100 reserve price per bottle on OpenSea = $4000 per barrel
  • If the DAO sells all 4000 bottles in 2026 at $100 each that = $400 000 = 315 Eth at todays price of $1268 from an 102 Eth investment. This is a best case scenario but conservative at $100 auction price per bottle.
  • If the DAO sells all 100 barrels at 1 Eth each, forecasting they reach this price in the future, the DAO will make 100 Eth ROI, an 18 Eth profit.
  • Besides the 100 barrels that the Nouns DAO owns, it will receive an additional 10% of the net income of the distilleries Nouns Whisky sales from the 400 barrels on OpenSea. This amount will be sent to Maty to record and confirm that the payment has been made once we reach a sold out position.
  • The DAO will also receive a 2.5% royalty from all of the sales on OpenSea in perpetuity.

4. Pienaar & Sons Distillery Sales Case Study in South Africa.

View their Instagram here: 10.7k followers:

Here is the distilleries current business model and you can see their whisky here: Tiny Batch Whisky - Heavy Char – Pienaar & Son

Please note that these figures are based on the distillery already having invested in the infrastructure to create these batches 5 years ago and with 225 litre barrels.

Cost to produce and store first 2 x (185L after evaporation) Barrels = ± 2.5 Eth (ageing period - 4 years)

Total bottles produced = 1100
Bottle retail price in South Africa = 0,032 Eth each
Gross income from bottle sales in South Africa = 35,42 Eth
Time taken to sell out = 19 days

Nett profit from bottle sales = 23,20 Eth
(Ex Advertising)

ROI = 994%

Awards: World Whisky Awards - Single grain, Single cask - Bronze Medal

5. What happens with the project in 2024, 2025, 2026 and onwards so that we can release more products?

With the profits that we generate from the sale of the 400 Nouns Whisky barrels we will release another batch of whisky each year that will mature for another 3 years, this will be available to the public again to trade and this will allow the project to remain sustainable without requesting the DAO to fund us each year. We can continue to create more content, on-board new buyers and continue the proliferation of Nouns Whisky and best of all continue to produce a 2.5% royalty in perpetuity for the Nouns DAO from OpenSea sales. We will also be looking at R&D opportunities in the coffee & bottled water categories as an additional way to introduce Nouns to South Africa and create a ROI for Nouns DAO.

6. Our Roles & Experience: Andre & Pierre

Andre Pienaar:

  • Proposal
  • Master Distiller
  • Facility Management
  • Project Management
  • On-Site Content Creation
  • Merchandise Production
  • Nouns Events

Pierre Coetzee:

  • Proposal
  • Project Management
  • Design Management
  • Nft Management
  • Blockchain Payments Management
  • Nouns Events

Andre Pienaar:

I can confidently say that whisky was always part of the plan, and one of the cornerstone reasons I wanted to start the Pienaar & Son distillery. With the foundation of my fathers’ knowledge of building beautifully sophisticated distillation equipment, and my biochemistry and chemistry degree, I knew we would have a significant advantage in the understanding and manipulation of the fermentation and distillation processes required to produce a world class whisky. There is a lot more at play than making some moonshine and chucking it in a barrel.

Pierre Coetzee:

Over a span of 15 years spent in Cape Town & South Africa, active in the skateboarding, music & art scenes: I’ve been fortunate to pioneer and explore these movements through small investments into supporting skateboarders, musicians & artists careers. I’ve been able to work with the majority of the alcohol & lifestyle brands with sponsorship procurement and speciality brand activations & development. Over the past 20 months I’ve navigated the crypto art industry as a creator & collector, following Punk 4156, his journey, the sale of his Crypto Punk and the inception of the Nouns DAO initiative / collective. We’re in a new era of a cultural revolution supported by cryptocurrencies & DAO’s, this is why I’m approaching Nouns DAO to work with Andre and his local Cape Town business as an anchoring point whereby we can start the proliferation of Nouns in South Africa. This is our first sustainable proposal to the DAO and once proven successful, there will be more opportunities to further introduce Nouns to the melting pot of South African and global cultures that reside here. We live in a beautiful country and need to innovate by using the blockchain as a vehicle to help small businesses to thrive and prosper. Nouns Whisky will be the foundation of our collective journey.

Brands I’ve collaborated with: Honda Music Stage, Vans, Converse, Puma, Levi’s, Ray-Ban, Red-Bull, Jagermeister, Jose Cuervo, Olmeca, Smirnoff, Jameson Whisky, Three Ships Whisky.

Artists I’ve worked with in 2010 in Cape Town as a venue & events manager: Diplo, Steve Aoki, Foals, Public Enemy, DJ Premier, DJ Krush & Seth Troxler. I also helped create and produce a 3 day festival sponsored by VANS titled Endless Daze.

7. Future Plans for Nouns Proliferation in South Africa

  • Nouns Whisky Club
  • Whisky & Beverage Website, similar to exclusively for Nouns beverage products from around the world.
  • Nouns Beverages in South Africa (Beer, Wine, Gin, Vodka, Soda, Water)
  • Nouns Pop-Up Bars
  • Coffee Nouns in South Africa
  • Whisky Coffee / Irish Coffee
  • Barrel Aged Coffee

Thanks for your time, we appreciate it and fingers crossed we can get this project approved, it will be an exciting journey!

Watch the Pienaar & Son Video here.

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Why have we chosen Nouns Whisky as the product that will kick-start Nouns proliferation in South Africa? Sustainability is the answer. Alcohol products have played a fundamental role in supporting and helping to pioneer the art & music scenes across South Africa. We have been able to work with Jagermeister, Olmeca Tequila, Jose Cuervo, various vodka, rum, beer brands and Red Bull as an energy drink.

So what does this mean in the long-run for Nouns Whisky?

  1. When the Whisky ageing process comes full circle in 2023 we can start selling the whisky across South Africa.
  2. We can offer the Whisky to bars across South Africa.
  3. We can offer the Whisky to music festivals across South Africa.
  4. We can offer the Whisky to major liquor outlets across South Africa.
  5. We can create pop-up bars and sell the Whisky directly to consumers.
  6. With our e-commerce store we can sell bottles directly to customers.
  7. We can offer the product to an international audience.

What does this do to create sustainability and proliferation?

  1. Alcohol companies make great margins on their products that creates regular cash flow as alcohol is available to consume 12 months of the year. You can sell the product 365 days a year as it is not a seasonal business plan.
  2. Nouns Whisky can invest financially in music events, artists, musicians and any other form of strategic partnerships with profit made from sales. This is key if you’re going to build a brand with the goal of it being sustainable to 2030 and beyond.
  3. With profits the business can also create social responsibility campaigns and donate to charities.

Why should Nouns invest in financially sustainable projects.

We can give a % of profits back to the DAO in perpetuity. It’s that simple and makes this investment a no-brainer!

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To strengthen our pitch and to showcase our experience in the alcohol & music industry: here is a music video that we helped produce in South Africa and it has 7.7 million views. There are key elements that played a role in the creation of this video but first and fore-mostly the band needs to write a song that the nation wants to play on repeat, they hit this for a home run. Alcohol companies sponsor culture and this could easily be a video that Nouns Whisky could have produced as Jagermeister paid for it. We have a lot of opportunities down the line to work with musicians in South Africa .

We also helped the same band release a Vinyl and EP album backed by a physical and collectible box of beers and inside there was a free album. This could have also been a project backed by an Nft. The box of beers was then distributed across South Africa to more than 100 stores where fans could buy the box of beers. There was a limited amount and fans were seen standing outside of the liquor outlets waiting for the stores to open. This is something that Nouns Whisky could have sponsored. I’m using these projects to showcase the power of what an alcohol business / project can do with profits. This is the same model that Jagermeister uses, they sell bottles and use a portion of this income to connect with culture and proliferate their brand.

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I love this.

One question I have is how you will get the 7-year whiskey if the 500 barrels you are making will be bottled after 3 years?

Second, if I hodl my barrel and its time for bottling, will I get 40 bottle NFTs when I burn my barrel NFT?

Can I redeem the NFT for a straight up barrel alternatively?

Hey! The thread you just put on Twitter is awesome.

  1. The distillery will buy 5 barrels/nfts that Andre will keep until 2030. There will also be an option in 2026 for the holders to keep their barrel in the warehouse to age further, there might be a small rental fee for the shelf space in the warehouse but we would have to figure that out properly at that point in time.

  2. If the barrel holder choses to rather sell the individual bottles as nfts, this will be an option yes. So we would be creating a secondary market for the 3-year aged whisky bottles if someone just wants to buy a bottle instead of a barrel in 2026. So for example, you buy a barrel now, you keep it until 2026, you decide you want to redeem your 40 bottles but keep 20 on secondary, then you have that option. And the other 20 will be shipped to the holder.

  3. We’ve been talking about this as the barrels are small enough to ie, fit in your garage, wine cellar or if you want to put it in a home bar etc. So I would say yes to this, but we would just need to figure out if the holder wants a tap attached to the barrel and how we would work around that in 2026. It is more expensive to buy tap barrels in general than plugged barrels. So we decided to go with plugged for this prop.

Thanks for these questions, I can definitely elaborate / add these to the Q&A.

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I’ve been into Whisky NFTs for a while now. Was one of the buyers of Blockbar’s 47 yo whisky in the first edition they launched with Glenfidich!

But love the idea of a Nounish barrel and I would be in.


One Nouns whiskey auction every month forever…Maybe in terms of cadence and how to sell barrels for you guys.

I love the flywheel (and all flywheels), but how easily can the DAO execute on selling 100 NFTs, just in terms of logistics and pragmatism? Maybe if you stand up an auction site for the barrels as I cheekily mentioned above, we can subsequently sell our barrels via it.

It’s a thorough proposal but what experience have either if you had executing on a crypto project to completion?

I’d like to see this in stages, rather than 100 ETH all at once. Pick a milestone and divide the ask into 2 parts. Or alternatively have it stream over time (which doesn’t match when you would need certain amounts of capital, so probably doesn’t work).

Hey Noun12, these are valid questions and we’ve looked at the logistics.

  1. If we had to do an auction site like Nouns, we would have to do 3 barrels a month for 36 months, if a barrel/s don’t sell in a month then it would have to be carried over to the next month as we can’t have the project as laid out in its current form go over 36 months, and this is largely due to the rental space that will be needed for at least 3 years. We haven’t factored a 4, 5, 6th year into the current budget but the aim is to make this business sustainable to continue into the future. Myself and the distillery also can’t take a risk on signing a rental agreement for 36 months if we don’t know that we have that cost covered & secured from month 1 till month 36. This would be the norm for any long-term business prop of this nature. I also mentioned that the DAO’s barrels don’t need to sell out from day 1 as this is an on-going project, but I hear your concerns and this is where marketing is key over the first 12 to 24 months. We’re good at content creation so we have this aspect covered. If we could collectively work out a budget that makes sense for the DAO we would be happy to extend the project past 3 years and offer more barrels to the public/DAO.

  2. I’ve been in the crypto space since March 2021 and I was the first artist to be featured on the OpenSea homepage when they wanted to pivot and showcase more art vs pfps. When that happened we gave away over 150 nfts for free to help on-board people in those early days, the artwork received 15k views, so I see that as being a successful endeavour. // We then did an unofficial Cool Cats digital beer and if you as a holder bought a 6-pack we would then send you 6 beer nfts with your pfp on it, and people would share it with each other via polygon. We customised just over 100 bottles at the time, but unfortunately OpenSea delisted the project even though Clon redeemed his own set of beers. So that was also a successful endeavour in my mind. I’ve also posted some pics of a gallery we built in Decentraland. As for selling physical products with nfts, that is something that we haven’t explored before this prop. I think for any project this is a hard task without funding, so we took our time to choose a product that has a high margin and a low entry point at $450.

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As for a Nouns derivatives project we created Skelenouns and QQL Nouns

This is the perfect advert to sum up our whisky project and a similar ad like this, but with a Nounish theme & spin to it could be made to keep the narrative moving forward.

Merry Xmas to everyone around the world!

What about structuring the Proposal’s USDC ask into milestones or streaming?