Brave Spirits: A Toast to the Troops with Every Glass
From sea to shining sea, good-hearted Americans, from Bangor to Baja and from Seattle to Sarasota, still live by one simple code: honor God, love your family, and defend your country. Despite what the New York Times, Code Pink, and a small but overly vocal minority of protesters may say, most Americans are deeply grateful to the sacrifices our troops, police, and firefighters make on a daily basis to keep us safe at home and abroad. Now, a small company with big ideas and bigger hearts are making extraordinary efforts to show those who preserve our freedom exactly how grateful we are.
A Philadelphia-area couple has launched the Brave Spirits line of premium alcoholic beverages: “Valor” vodka, “First In” whiskey, “Standing Guard” gin, and “At Ease” rum, and are donating $2.00 from every bottle sold to charities that support the men and women who serve.
“As a civilian, I wanted to show my thanks to those who serve the United States, both military and civil, at home and abroad,” said co-founder David Fox, whose father served in the Korean War, and whose other family members and loved ones have served in American military, fire departments, and police forces. “Those who serve are a community of about 32 million strong, yet as distinct, altruistic, and close-knit as they are, no spirits company created a product just for them, a brand all their own,” he explained poignantly. “We are not just donating money, we are giving them a product they can embrace and call their own.”
“Everything that goes into making and bottling the spirits – from the grains and distilleries to the synthetic corks – everything is made in the U.S.,” Fox continued, “Ingredients, bottle components, shipper cases, and even advertising.” Grains are grown in the American Heartland, distilled in Iowa, Illinois, and Kansas, and shipped in distinctive bottles cleverly shaped like a broad-shouldered soldier standing at attention. Everything about Brave Spirits, both the product and the company ethos is centered on celebrating and benefiting those who serve, but also underscores American craftsmanship and quality.
The suggested retail list price is $19.99, competitive in both flavor and price to such well-known brands as Absolut, Tanqueray, and Jack Daniels. Your author’s entire floor served it at the building Christmas party in mixed drinks – bloodies, screwdrivers, splash-o’s, Long Island iced teas, etc. – and rave reviews followed. “The vodka is so subtle,” slurred Christina T., booking agent for actors. “Both the bloodies and the splash-o’s went down silky smooth.”
Paul C., a writer for weekly magazine was equally impressed. “I tried the rum in both rum and cokes and pina coladas. Even in strong mixes, you don’t get a gaseous, alcoholic finish or an abrasive bite. It’s a well balanced, complex rum, but it still kicks like Jackie Chan,” he said, perma-grinning contendedly.
Happily, even those in the armed forces can buy Brave Spirits. “We sell directly to the military retail systems of Army and Air Force Exchange Services,” said Powell Arms, chief operating officer for the company. “We are also forging direct relationships with various groups like the Fraternal Order of Police, the National Guard Associations, American Legions, Fire Associations, Veteran Service Organizations, and other community groups.
The Brave Spirits Foundation, headed by Fox’s wife Jennifer, heads the advisory board which selects the various charities which receive donations from the proceeds. For example, the company spearheaded a city-wide fundraiser throughout Philly for the families of police officers killed in the line of duty. On October 28, the city celebrated “Blue Day,” where businesses across the region hosted events which introduced the Brave Spirits brand to the patrons, and which raised over $50,000 for the Philadelphia Lodge 5 survivor fund, which provides financial support for funeral expenses and benefits for survivors. The participating businesses were not only bars and restaurants, but fitness gyms, bridal shops, shopping centers, the Philadelphia Archdiocese Catholic schools, and even Mary Kay cosmetics were among the services and retailers that united in the city-wide effort.
Other organizations supported to date include the national Fallen Firefighter Foundation, Liberty USO, the Wounded Warrior Project, and Homes for Our Troops. The Foundation projects the company will sell 100,000 to 120,000 cases over the next year and raise about $2.5 million for the charities.
“If it’s their duty to protect this company, then it’s our duty to thank them,” said Fox, brimming with pride and gratitude. “That’s why I started this company.” Well David, the troops, the finest, the bravest, and I all salute you right back. Cheers.
Brave Spirits can be purchased on line at the Liquor Factory, Riverside Wines, Uncorked Wine and Spirits, Wine Chateau, and Shop-Rite, along with many other on-line retailers who will ship nationwide, visit www.bravespirits.com and click on “Where to Purchase” for more details.
