It’s not quite trench warfare, but fighting for victory in the beverage industry can sometimes feel that way. It’s maybe no surprise then to see veteran-owned or veteran-supporting brands making an impact in CPG (and coffee, specifically, for whatever reason). On this Veterans Day, we’re highlighting how a few veteran-backed brands are fighting to win in their respective categories:
Black Rifle Coffee: The Utah-based brand has emerged as one of the most high-profile veteran-focused companies, though not always without controversy. Black Rifle’s unabashed embrace of military firepower may be a turn off for some, but the brand would likely rather highlight its mission to hire 10,000 veterans.
- The company made positive headlines in 2023 when it teamed with Ultimate Fighting Championship (UFC) on a partnership to raise money for the HunterSeven Foundation, a group focused on preventing and detecting cancer in veteran populations.
HOIST: Getting placement in Operational Rations for active duty members of the armed forces is something of a “badge of honor” for HOIST. The rapid hydration (RTD and powder stick) brand touts its Department of Defense-verified credentials on its website, as well as “Formulated for the U.S. Military” on its packaging. Along with sponsoring events, the brand also supports military charities Team RWB, Warrior WOD and Health4Heroes.
Free Rein Coffee: “Yellowstone” actor Cole Hauser has made supporting veterans a foundational piece of his coffee company, Free Rein, launched last October. The brand supports the Special Operations Warrior Foundation, an organization that supports educational opportunities for eligible surviving children of fallen Special Operations Personnel and children of all Medal of Honor Recipients, as well as other services.
- The company has a ‘Buy a Bag, Give a Cup’ promotion that promises to donate a cup of coffee to someone who serves their country or community for every bag of Free Rein Coffee bought at Walmart this year.
- If that wasn’t enough, Heath Nielson, a member of Free Rein’s board of directors and president of drive-through beverage concept HTeaO, is a veteran of the U.S. Army’s elite 10th Mountain Division.
More Veteran-Owned Beverages:
Kill Cliff — Created by former U.S. Navy Seal Todd Ehrlich, the energy and CBD drink brand has raised and donated over $1 million for the Navy SEAL Foundation since it launched in 2015.
Hanx For Our Troops – Call it celebrity coffee for a cause. Actor Tom Hanks’ eponymous line of brews (available in instant sticks and K-Cups) gives 100% of net profits back to veteran charities such as the Bob Wodruff Foundation and The Headstrong Project.
Folds of Honor – The organization has partnered with a long list of beverage makers including Coca-Cola, Budweiser, Owen’s Craft Mixers and Tito’s Vodka. Recently seen on special co-branded bottles of Jones Soda.
Wild Bill’s Old Fashioned Soda – Created by U.S. Navy Veteran Michael Quilty, the nostalgic soft drink brand operates a Veteran Franchising Program while also supporting organizations like the Warrior Reunion Foundation.
JOCKO FUEL – The supplement created by 20-year Navy SEAL Team commander Jocko Wilink is now reaching deeper into ready-to-drink with energy, protein and hydration beverages.
Easy Company Brewing – Named after the battalion whose WWII exploits were dramatized in Stephen Ambrose’s classic book “Band of Brothers” and the subsequent HBO miniseries, this vet-owned brewery donates 100% of after-tax profits to charities supporting veterans and their families.