In the heart of Fayetteville, North Carolina, near the sprawling Fort Bragg military base, liquor stores brim with bottles that salute the armed forces. Shelves showcase whiskeys with bold, patriotic designs—think Boundary Oak 82nd Airborne or Old Hillside Purple Heart Tribute. Big-name brands like Evan Williams and Pendleton also roll out special editions tailored for soldiers and veterans, tapping into the deep pride of a region that’s home to 90,000 veterans and the U.S. Army Special Operations Command since 1952. This year, as the Army marks its 250th anniversary, distilleries like Green River and Brother Justus have joined the party, releasing limited-edition bottles to honor the milestone. But for veteran-owned distilleries, getting their whiskeys into Fort Bragg’s Class Six stores—the military’s go-to liquor shops—is a battle that’s proving tougher than expected.
Veteran-owned distilleries are crafting spirits with a purpose, weaving their military roots into every bottle. These aren’t just drinks; they’re tributes to service, camaraderie, and sacrifice. Whiskey, especially bourbon or rye, is the drink of choice for many in the military community. It’s shared at unit balls, gifted during promotions or retirements, and sipped quietly during moments of remembrance. The liquid inside matters, sure, but for these brands, the packaging tells a story that resonates deeply with those who’ve served. Labels adorned with symbols like daggers, arrows, or challenge coins speak a language that civilians might miss but hit home for anyone who’s worn a uniform.
Take Heritage Distilling, a Washington-based company founded by retired infantry officer Drew Kellerman and other veterans. Their Special Operations Salute whiskey series is packed with subtle nods to military life. One label features a red arrowhead with a dagger and a master parachutist badge, deliberately misarranged to mimic a sign that once hung over a Fort Bragg training area. “That’s not how it’s worn,” Kellerman said, chuckling, noting that the design is a purposeful Easter egg for Special Operations veterans. Older vets, in particular, light up when they see it, saying, “This brings back memories.” Heritage also gives back, donating part of its sales to nonprofits supporting servicemembers, veterans, their families, and even K-9 units…