Spanish publicly listed company Vanadi Coffee has announced a shareholder-approved plan to invest up to €1 billion (approximately $1.17 billion) in Bitcoin, positioning the cryptocurrency as its primary reserve asset in a bold effort to transform its business model.
Despite facing significant financial challenges in 2024, the coffee chain has already initiated its strategy by acquiring 54 BTC, currently valued at around $5.8 million, earlier this month. The announcement was made following a critical board meeting held on June 29, where the company outlined its phased Bitcoin accumulation plan.
According to Vanadi, this move is part of a broader effort to revamp its financial operations and stabilize its treasury through Bitcoin. The company stated its intention to accumulate substantial Bitcoin holdings in the coming weeks, as part of a long-term strategic pivot.
The announcement has sparked mixed reactions. Some industry observers have praised Vanadi as a pioneer among European consumer brands, while others have warned of potential shareholder dilution, regulatory scrutiny, and the risks associated with cryptocurrency’s inherent volatility.
Vanadi’s decision mirrors the strategy of U.S.-based MicroStrategy, whose adoption of Bitcoin as a treasury asset in 2020 resulted in a stock surge of over 300%. Inspired by that success, Vanadi hopes to capitalize on Bitcoin’s rising global relevance as a hedge against inflation and a store of value with a fixed supply.
This bold pivot also aligns with a wider trend of corporate crypto adoption, especially as the crypto market capitalization climbs toward $3.5 trillion in 2025. Analysts attribute recent surges in Bitcoin and other cryptocurrencies to factors such as U.S. trade tariffs, geopolitical uncertainty, and growing institutional confidence in decentralized assets.
While some see Vanadi’s move as potentially transformative, experts caution that the company’s fortunes now hinge heavily on the performance of one of the most volatile financial instruments, with Bitcoin exhibiting 30% greater volatility than traditional asset classes.
As Vanadi Coffee embarks on this high-stakes financial experiment, the global business and crypto communities will be watching closely to see whether it becomes a case study in innovation—or risk mismanagement.