Memorial Day is often considered the unofficial start of summer, but it is also an important moment to reflect on the service and sacrifice of military veterans and their families. As retailers and restaurants begin preparing for Fourth of July promotions, it is also the perfect time to spotlight veteran-founded beverage brands that bring not only strong products to the market, but compelling stories consumers genuinely connect with.
As buyers prepare for Fourth of July displays, cocktail menus, and seasonal promotions, veteran-founded brands offer more than just strong products. They provide authentic founder stories, meaningful consumer connection, and differentiated positioning that works across both on- and off-premise channels.
For retailers, bars, and restaurants looking to combine quality products with purpose-driven storytelling, these brands offer a compelling way to celebrate American entrepreneurship while supporting veterans who continue building community long after their service ends.
Here are three veteran-connected brands worth considering for summer features, holiday displays, cocktail menus, and patriotic promotions heading into July.
The Whiskey Lab was founded by Jay Roberts, a former U.S. Navy submarine veteran who combined his passion for whisky, education, and discovery into a company focused on bringing rare independent Scotch bottlings to American consumers. After military service and a career in technology and analytics, Roberts launched The Whiskey Lab with the goal of making highly curated, limited-run whiskies more approachable and accessible.
The company partners with respected independent bottlers in Scotland and focuses on natural color, non-chill filtered whiskies that appeal to both serious enthusiasts and curious newcomers. The military roots of the company continue to influence its culture, including support for veterans and active service members.
On-Premise “Reasons to Buy”
- Unique pours and flights for whiskey-focused bars
- Great storytelling opportunity for staff and consumers
- Premium Scotch offerings help drive higher check averages
Off-Premise “Reasons to Buy”
- Strong appeal for whiskey enthusiasts and collectors
- Veteran-owned positioning resonates during patriotic holidays
- Limited releases create urgency and repeat customer visits
Cocktail: Summer Penicillin Highball
Ingredients
- 1.5 oz The Whiskey Lab Scotch
- .5 oz honey ginger syrup
- Splash of soda water
- Lemon peel
Serve over ice in a Collins glass with a lemon twist.
Willie’s Distillery was founded by veteran Willie Buchan, whose military service helped shape the independent and hardworking mindset behind the brand. Located in Montana, the distillery was built around handcrafted spirits, authentic hospitality, and a deep appreciation for American craftsmanship.
Buchan’s transition from military service into entrepreneurship reflects a growing movement of veteran-founded beverage brands focused on authenticity, quality, and community connection. Today, Willie’s has become known for approachable premium spirits and strong regional loyalty.
On-Premise “Reasons to Buy”
- Easy fit for summer cocktails and patio programs
- Founder story gives bartenders strong consumer engagement points
- Broad portfolio flexibility across vodka, whiskey, and specialty cocktails
Off-Premise “Reasons to Buy”
- Great fit for Americana and veteran-owned merchandising displays
- Premium but approachable pricing structure
- Strong consumer appeal for summer entertaining occasions
Cocktail: Montana Summer Mule
Ingredients
- 2 oz Willie’s Vodka
- Ginger beer
- Fresh lime juice
- Mint
Build over ice in a mule mug and garnish with mint and lime.
Nashville Barrel Company was co-founded by Michael Hinds and James Davenport. Davenport, a former U.S. Navy submarine veteran whose military background helped shape the precision and discipline behind the company’s whiskey program. Before co-founding the company, Davenport spent years in whiskey retail and barrel selection, developing a strong reputation among whiskey enthusiasts.
Together, Hinds and Davenport built Nashville Barrel Company around transparency, single-barrel craftsmanship, and community-driven whiskey culture. The company has quickly become one of the most respected independent whiskey brands in the country, particularly among bourbon enthusiasts and collectors.
On-Premise “Reasons to Buy”
- Exceptional fit for premium whiskey lists and barrel programs
- High consumer recognition among bourbon enthusiasts
- Strong opportunities for whiskey dinners, tasting events, and specialty pours
Off-Premise “Reasons to Buy”
- Barrel picks create retailer differentiation and exclusivity
- Collector-friendly releases drive repeat traffic
- Veteran-connected story aligns perfectly with patriotic merchandising periods
Cocktail: Nashville Gold Rush
Ingredients
- 2 oz Nashville Barrel Company Bourbon
- .75 oz honey syrup
- .75 oz lemon juice
Shake with ice and serve over fresh ice with a lemon twist.