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They are definitely promoting it, there's a list of retailers [0] on their website for the goods they transport.

0: https://graindesail-overseas.com/search-retailers

Here's an example:

"Barrels of Jefferson’s Ocean Aged at Sea® Bourbon travel aboard ships that visit ports all around the globe. The constant motion of the sea churns the whiskey, increasing its interaction with the wood of the barrel."

https://jeffersonsbourbon.com/jeffersons-ocean-bourbon/

This is their second boat,and they already do exactly that. So far it's been quite successful

I always thought there was a market for fleets of smaller wind powered ships for car transportation especially with EVs.

Plenty of opportunities with taxation to make this viable.

But I think we run into the issue of why cargo was centralized in the first place.