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Courtesy of Travis McVey
Travis McVey, a Marine veteran, has won several spirit-industry awards for his new Heroes Vodka.
Between sampling and selling his first batch of Heroes Vodka, Marine veteran Travis McVey concocted a catchy marketing slogan.
“Some people drink to forget. We drink to remember,” McVey said in a phone interview this week, referring partly to two friends, Marine buddies killed in the line of duty.
“I was sitting at the VFW on (a recent) Memorial Day with some other veterans. I was looking at the bar,” McVey said. “I was thinking: No one has ever really marketed a veteran-owned spirit company. And what better name than ‘Heroes?’ Everybody has served, but the guys who didn’t come back are true heroes to me. I wanted to create a product that would be in honor of their service, something that people could raise their glass to and give a toast.”
The first vodka made by a veteran for veterans hit stores last February in Tennessee, where McVey lives. For distribution, he partnered with Nashville-based Lipman Brothers. This fall, Heroes became available in six more states, including New York and Georgia, and the company plans to expand into New England and the Pacific Northwest. A portion of the profits will be used to help ex-service members, McVey said.
In addition to winning several spirit-industry taste awards for its self-described “slightly toasty and roasted” flavor, Heroes offers an intriguing business test case. Veteran entrepreneurs – McVey calls them “vetrepreneurs” – aim to tap an ultra-loyal, 22 million-member veteran community to shop their services or push their products, including: wild salmon, a "defensive driving" school, appliance repair, a barber shop and, now, vodka.
Veterans buy from veterans: That’s the hot saying in ex-military financial circles, particularly with hundreds of thousands of former service members unable to land jobs. That patriotic consumer base has convinced more than 3 million men and women who have served the country to launch small businesses, reports the National Veteran-Owned Business Association. The group uses a two-word logo and mantra: “Buy veteran.”
“Veterans are going to give me a first look” for their next vodka purchase, said McVey, 42. “But that’s also because veterans are known for their quality of service. It’s who we are, and how we’re trained. So, yeah, veterans will give another veteran a shot. That’s just what we do.”
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McVey’s personal tale also seems to resonate, he said, with some of the store owners who stock his spirit. He served as a member of the presidential honor guard from 1989 to 1992, providing support to President George H.W. Bush. Two fellow Marines with whom he trained and served have since died in the line of duty – one in Afghanistan, one while working as an Indiana state trooper.
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“The retailers just open up to me when I tell my story. I think my closing rate is 95 or 96 percent,” McVey said. His friends who inspired the spirit "were great men and great Marines.”
But at a time when the Defense Department has been told that a major drinking problem exists within its ranks, McVey must carefully craft his message, which is accompanied by bottle labels adorned with red-and-white stripes, a blue background and a silver star. His web site plays a military-esque musical score with a marching beat.
A study requested by the department, and issued last month by the Washington, D.C.-based Institute of Medicine, found that the rate of binge drinking in the military increased from 35 percent in 1998 to 47 percent in 2008, the latest year for which data is available.
“So there is a culture (of alcohol) – it’s young people and it’s high stress,” said Dennis McCarty, a member of the committee that authored the report and a professor in the Department of Public Health and Preventive Medicine at Oregon Health and Science University in Portland. “That’s the challenge for (the Defense Department) – to deal with a culture that tolerates those levels of use and, in some ways, tacitly supports it with less-expensive alcohol being provided on bases,” McCarty said. “I can’t speak to the (Heroes Vodka) product.”
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Said McVey: “This is being marketed in a responsible and a classy way. It’s not about getting hammered. It’s about toasting our heroes and their service to our country. For the people who drink responsibly, we want them to raise their glasses with Heroes.”
His vodka, made only with Iowa corn, retails for $13 to $16 for a 750-milliliter bottle, $18 to $20 for a liter bottle and $21.99 to $27.99 for a 1.75-liter bottle.
Courtesy of Travis McVey
As a Marine, Travis McVey helped protect President George H.W. Bush. Two buddies from that unit later were killed, one in Afghanistan, one while working in law enforcement in the US.
McVey declined to say what percentage of his proceeds will ultimately go to veterans groups, explaining: “We didn’t put an exact percentage on there because people critique it, whatever you do.
“The veterans get paid first. I’m in business to make money for my family, and my family are veterans. So they’re equal partners and it’s a split between myself, the veterans, and Robert (Lipman, president and CEO of Lipman Brothers).
"My goal is they make just as much money as I do off this. Because my two friends that died are guys I went out and had a few drinks with and trained with. That’s the reason I created this brand so that’s the reason why I want this portion to go back to veterans."
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Leave a Comment:
who needs that fish oil?
Sounds like you might need a shot.
This seems to be a hair bit exploitive. Really, really overdoing it with the military branding. As a vet, I'm not interested.
How is it exploitative if the guy is a vet, making it for vets in honor of vets? Sheesh....jealous much?
i volunteer at the VA Hosp. and see hundreds of vets with driking and drug porblems. do you kow how may rehab programs the VA operates trying to rebuild broken minds? i'm sure you've read or heard about the suicide rates increase amongst vets. this guy is doing his fellow vets a crude dis-service by profiteering on his status. he learned from the best war-mongers Bush/Cheney. he can donate .1% of his after tax profits and still claim to be doing a great thing but he'll be out of businness within 1 year.
Couldn't agree with you more Graig. I'm ex. 10th mtn div and I also happen to own a distillery and an American vodka. I started mine about two years before Heroes and we are veteran's owned as well. There are actually quite a few spirits brands that are owned by veterans and give back to veterans organizations, so I find it kind of insulting that he's trying to draw off that emotion. We hire vets as well. I'm proud to have served, and proud that our vodka is American, but I would rather not have any active duty or reserve service members drink my brand to be honest. Alcoholism is at an all time high within the military and I don't want to add to that. We do support vet organizations as well, but we don't try to sell our brand off of that fact. We don't compete at all as brands, but as a vet I don't like it when companies try to sell their products off of being supportive to vets alone like Budweiser and some of the airlines do on commercials. Hope he does well and his company grows, just wish he'd tone down the military part a bit..
Sounds liek a great idea. I'm gonna' have handle brought down and whip up some great martinis
While I wish this veteran much success I will stick to Grey Goose.
I am a Vodka lover and I also am a wife and mother of two veterans who served in wars ... anyone who doesn't support our veterans in any fashion should be ashamed of themself. I am not sure my state of Pennsylvania will allow this to be sold ... but I will find it and I will support this cause. Drink responsibly!
Bottoms up and good luck travis, As a fellow Vet i salute you sir.and i for one will tell our local VFW post as well as the local American Legion about it. if we ALL stock it, we all take stock in an AMERICAN made product. AND HELP our vets.
THANKS AGAIN TRAVIS FOR A FINE IDEA AND CAUSE.
And as much as it pains me to say this..... Thanks NBC for printing a good story that can make a real difference.
Sign me up for a case.
I'm gonna try it!! Gotta try to support Vets not waitin' on the system!
Yep, Vodka and weights...thats the only thing any soldier should have in his/her barracks room.
fukin cool more power to ya hooah!
I agree that this is a great idea and commend the gentleman for his idea. While I am not a veteran, I think he is on to something and would support his cause. Of course, many people will complain that he is contributing to veterans drinking problems, but if he supports veterans causes (AA?) with some of the profits, and it certainly isn't going to make someone start or stop drinking, I don't see any harm in it. Good Luck!
I am a vet as are most of my friends and as soon as we get in the Northwest we will be cracking open a bottle in front of the campfire
Any way to get money for veterans causes then go for it.I don't drink so none of my money won't be there. No different then going into stores and certain products go for Wounded Warrios or even like now in October many things go for Breast Cancer.
I too wish him the very best of luck but I'll stick to Ceren.
BS--a noncombatant doing this for others? Again--BS. You're in for the money!
Jealous much?
yes he is in it for money, isnt all small businesses?, so you would rather support someone who didnt serve at all? insane, im a combat Marine and I support ALL my brothers and sisters stop hating on ppl trying to make a difference and not ask for hand outs...You Vietnam guys kill me with your depressed bs and hating on every damn thing...geezus support or dont but us COMBATANTS from these wars will..Oorah Travis
McVey good on you and your right, pay yourself first, most folks aren't going to understand, but most folks didn't serve their country and lose friends and family members. If you've decided to give back, then great, but you keep going, your strong, your contributing again to society and thanks for your service, you are a HERO.
Air Force veteran and mother of a Combat Soldier...Hooah!
I did two tours of Iraq and one of Afghanistan. I also finished up doing two years as a First Sergeant and having to get people's butts out of jail for DUI and alcohol related issues. I am for everything that will help fellow vets, and I enjoy a drink or two myself. This branding of alcohol right now as somewhat directed to vets, though, just gives me a "hinky" feeling. If you're a vodka drinker, and you switch to this brand, that's fine. If you're a young and impressionable Soldier doing what young and impressionable Soldiers do because of this stuff, then I have an issue. When did this Marine get out? 1992? or was the 1989-1992 time frame only the Honor Guard portion of his service?
This vet is NOT responsible for everyone in the world who may or may not drink this vodka. If someone has a problem, that's on them. This vet is getting out there and doing something for himself, his family and the vets. It's called the American Dream.
Or have we all become such Dema-bot's that we can't see what this man has done against ALL odds?!?!?!
As a veteran...we salute you. As the step-father to one of our brave fallen soldiers...I salute you even more. Good Luck to you...we will be looking for Heroes...
Dawson Officer in Oregon is busy supporting veterans as well.
Check out 4Spirits Distillery, Vodka and Bourbon
Oh lord, I can see it now. Mr. Veteran Alcoholic will be in the gutter with a new catchy slogan: "Send me to a hero's rehab for a hero's addiction and have the USA pay the tab, because damn it, I'm a hero. His wife will rally all her veteran wives and girlfriends, and they will paint their nude bodies with the slogan. Glad to see that even some real hero war veterans find it exploitive.
Lots of comments pro and con for this guys efforts. I am a veteran who is still serving with 37 years in the military and a son who has 6 years in the Army and now headed, again, for Afghanihellhole. I'll say up front that I do support him. It is good that vets are supporting vets. I do what I can. I give regularly and generously to D.A.V. and V.F.W. as well as C.F.C. Drinking any alcohol takes lots of personal responsibility. I like vodka as my choice of drink and will seek out his product. I will raise a toast to all the men and women overseas who are doing their jobs well and honorably in some places that they would rather not be.
I'm torn on this product...seems a bit exploitive and maybe COULD be enticing some veterans to drink more than they ordinarily would which maybe wouldn't be such a good idea if there are issues regarding PTSD or other such related or even unrelated issues. I could be way off base here...but just sayin'!
I think the perspective by those who have seen our service members choose alcohol to deal with their problems is a little short sighted. Much respect and agreement that it's the wrong way to deal with the problems from combat experience. It is, however, a choice made, not by Travis or any other alcohol founder, but the service member. I think that every person out there who has seen it happen also knows that programs to support returning service members are limited in many regards- if you have someone trying to add to funding to those projects, I am all for it. We could compare this to people killing people or guns killing people... All that aside, a fellow Veteran questioning a man's service who SERVED because he is legitimately trying to live the American dream while helping his brothers and sisters in arms is completely hypocritical, as you are criticizing the very dream YOU defended as well. If you knew this man, you would not pass judgement. He is the real deal with a genuine desire to make change for service members. He has found a method to market a product that will help him achieve the American dream. I am a Veteran and have lost brothers in combat as well... I could only wish there were many more people out there trying to do the same thing Travis has done.
Oh, and I have tried Heroes. I switched from Grey Goose to it for many reasons- Veteran discussions aside, it is a better tasting smoother vodka than Grey Goose at half the price- oh, and it's AMERICAN MADE. Funny thing is, I didn't turn to it for my diagnosed PTSD, I didn't have a social drink forced down my throat and I never drink and drive. I just enjoy a drink every now and then, and oh yeah, thank GOD I'm in America where I have the right to choose to if I want to. Much luck and success wished to you Travis. May many more Veterans be inspired by your fortitude to chase your dreams.
I have already enjoyed this product and between the quality and price point, I plan to continue to support Heroes. Living in Nashville (where this product is based from), I can also say that Travis and the Heroes brand have donated and enthusiastically supported nonprofit efforts/events that are both veteran based and not. A recent Yelp Helps event that supported 20 Nashville nonprofit organizations reaped great benefits because this brand gave back to "Everyday Heroes" in the community.
I have known Travis for years. We are not blood related and I did not serve with him, yet I call him brother. Anyone who really knows Travis would understand why. After spending just a little time with him you can see what type of man he is. The morals he lives his life by and the compassion he has for his fellow man. He has always been a person of great integrity and the highest moral character. I think what he is doing with his vodka, giving back to fellow vets and the manner in which he treats people is commendable on so many levels.
He believes in drinking responsibly. I know there will always be the naysayers out there that make disparaging comments to say that his product is contributing to irresponsible drinking. I think those are the same people that would say guns kill people (people kill people) or that believe that they are fat because of McDonalds. I think its personal choice and how you live your life. As for my friend he believes in making something of himself his company and supporting his fellow vets, friends, family and community. He made a choice to defend his country, stand up for what he believes, work hard to create something and give back to those who do the same. Oh, and as for the vodka: I thoroughly enjoy it. I am a vodka drinker by choice and drank Grey Goose for years but enjoy Heroes Vodka now due to the taste, price point and the support of our vets.
When I drink - I drink vodka - and I have tried Heroes and like it better than Grey Goose or Belvedere. The taste is better - and the fact that it is made by a Marine who returned to start a business that hires vets and helps veteran causes makes it all the more reason to buy it. Vetrepreneurs are the heart and soul of rebuilding our economy and supporting them when they return is vital to us all. This is a responsible marketing campaign re: drinking and the fact that it is 100% American ingredients and made - is another reason to buy it. I plan to buy a case when I can! Semper Fi, Marine - and thank you for your service!