OpsLens Deck of 52 Most Wanted Post 9/11 Frontline Leaders
In 2018, as a spin-off and salute to the original 2003 deck of 52 Most Wanted playing cards, let’s honor post 9/11 frontline leaders here at home. Once a week, for 52 weeks this year, OpsLens will post a card highlighting one of the 52 Most Wanted Post 9/11 Frontline Leaders. You’ll learn the top facts about their business or organization, as well as why they made the list, which comes down to impact, scalability, health, and unique value proposition.
I encourage you to look for these weekly updates, share the card with your network, and support or buy the products and services they offer. See the 52 Most Wanted Post 9/11 Frontline Leaders launch story here.
8 of Spades | Heroes Vodka
As we move closer to the national holiday that honors our fallen, Memorial Day, there is a veteran in Tennessee who makes it not only his business, but his mission, to remember our heroes. Like most determined entrepreneurs, founder Travis McVey of Heroes Vodka identified a pain point and took action. Far deeper and more personal than the consumer need that is normally assessed at the surface of a business idea, the pain for Travis was the loss of a good friend. In October of 2009, Staff Sergeant Tom Rabjohn died in Wardak province, Afghanistan, of wounds sustained when an IED detonated during an attempt to disarm it. Tom was an activated U.S. Army guardsman from Arizona who had also served in Iraq, and was a Phoenix police officer back home. To Travis, he was his Marine brother and squad leader in the early 1990’s when they were both U.S. Marines selected to serve in the coveted Presidential Honor Guard for George H.W. Bush.
This tragedy was a crucible for Travis—he couldn’t stop thinking about Tom and was struggling with the guilt for not being by his side. Simply, he was pissed off and knew he needed to serve in some way that would honor his friend. He was already embedded in the spirits business and knew there wasn’t a brand out there that actually gave back in a sincere way that was more than just lip service, not to mention being American made. Those in the business believed Americans were pretentious, and they would always pay $15 more for a bottle of vodka made in France. Travis believed American were more patriotic, and would pay $15 to support veterans for a product made in the U.S.A. He was right.
Founded in 2009, Heroes Vodka was first bottled on Veteran’s Day (November 11, 2011) as the “Official Spirit of a Grateful Nation.” It has delivered exceptional taste and superior value to consumers, while honoring veterans and other American service organizations through charitable contributions. Heroes Vodka has won a slew of honors and awards (seriously, as in 6 gold and 4 silver medals), and is certified by the National Veteran Owned Business Association (NaVOBA). Travis is clearly shifting the buying habits of the American public to prefer Heroes Vodka over Titos or the gray geese of the world. And, this Memorial Day weekend, like every other weekend in the year, Travis will raise his glass to Tom and others who are truly our nation’s heroes—one that is charged with a spirit that supports and honors the price they paid.
Heroes Vodka is a frontline leader that should be on your list of most wanted businesses to support in 2018.
Frontline Leader (Founder(s)): Travis McVey.
Name of Company/Organization: Heroes Vodka, founded 2009.
Location: HQ is Nashville, Tennessee, and made from 100% American grain (4x Distilled) in Frankfort, Kentucky. Available in 21 states.
Post 9/11 Service Connection: U.S. Marine Corps. Tom also served in the U.S. Army and as a police officer.
Tours of Duty: Travis was in the Presidential Honor Guard from 1989-1992. Tom served in Iraq and Afghanistan.
One sentence tagline &/or mission statement: Official Spirit of a Grateful Nation
Website: https://www.heroesvodka.com/
“Never start a business just to make money. Start a business to make a difference.”
– Travis McVey
