Combat Loss Sparked $2.5M Bourbon Empire

Four elite veterans turned their brotherhood and military sacrifice into a bourbon brand that honors fallen heroes while raising hundreds of thousands for veteran causes—proving patriotism and entrepreneurship can blend as perfectly as their four-grain mash bill.

Story Highlights

Navy SEAL, Marine, Air Force, and Army veterans launched Four Branches Bourbon in April 2023 to honor fallen service members with a “sip to remember” mission
The brand raised over $400,000 through sales and charity auctions, benefiting veteran nonprofits including Folds of Honor and CIA Officers Memorial Foundation
Founders with Special Operations and CIA backgrounds created a unique four-grain bourbon symbolizing military branches, backed by $2.5 million investment
Brand counters destructive veteran drinking culture by promoting mindful remembrance over “drink to forget” mentality

From Combat Loss to Bourbon Brotherhood

Harold Underdown, a Navy SEAL Master Chief, joined forces with Marine Rick Franco, Air Force veteran Michael Trott, and Army reservist RJ Casey to launch Four Branches Bourbon in Bardstown, Kentucky. Franco’s motivation traces back to December 7, 2005, when he lost fellow Marine Greg Wright Jr. on his first mission in Iraq. Wright, later honored with a star at Langley Air Force Base for his CIA contractor service, became the inspiration for a brand dedicated to “unsung shadows” who made the ultimate sacrifice. The founders’ shared Special Operations and intelligence backgrounds forged an unbreakable bond.

Bourbon With Purpose and Principle

Four Branches Bourbon stands apart with its four-grain mash bill—corn, rye, malted barley, and wheat—representing each military branch at 96 proof. Partnering with Bardstown Bourbon Company in America’s “Bourbon Capital,” the founders secured $2.5 million in backing to craft small-batch releases. Their Founders Blend debuted in April 2023, followed by a nine-year bourbon finished in Caribbean rum casks honoring Black Ops personnel. The brand’s logo features a partial spear symbolizing “tip of the spear” elite operations, a fitting tribute to operators working in classified shadows.

Raising the Bar for Veteran Entrepreneurship

The bourbon brand exceeded $135,000 in fundraising during 2023 alone, with cumulative auction proceeds surpassing $400,000 by late 2024. A Washington D.C. fundraiser netted $66,000 from just four bottles, demonstrating strong patriotic support. Beneficiaries include Folds of Honor, Third Option Foundation, and CIA Officers Memorial Foundation—organizations supporting Gold Star families and intelligence community veterans. Market expansion reached Arizona in December 2023, with veteran-focused events like Louisville’s PJ Rodeo amplifying visibility among military communities nationwide.

Redefining Veteran Drinking Culture

Underdown championed ethical guidelines: “Serve Honorably, Drink Honorably, Sip to Remember.” This counters harmful stereotypes where veterans “drink to forget” trauma, instead promoting mindful remembrance of comrades lost. The “no fail mission” philosophy addresses veteran transition challenges, modeling successful post-service entrepreneurship that honors sacrifice without enabling destructive coping mechanisms. This approach resonates with conservative values emphasizing personal responsibility, honor, and community support over government dependency. Industry observers praise the founders for setting a high standard in veteran business ventures while maintaining authenticity through their elite service credentials.

Four Branches Bourbon demonstrates how free-market entrepreneurship combined with traditional values can create meaningful change. The brand’s success proves Americans will rally behind authentic patriotic ventures that honor military sacrifice, generating significant charitable impact without government intervention. As these veterans continue expanding their mission in 2026, they offer a blueprint for service members transitioning to civilian life—building businesses rooted in brotherhood, remembrance, and giving back to communities that understand the true cost of freedom.