Every year around Memorial Day, spirits writers are inundated with publicist pitches about Memorial Day cocktails to “celebrate the holiday.” Perhaps it’s the veteran in me, but these pitches have always rubbed me the wrong way. Many of my friends died in service of the United States of America. It’s a somber day.

Then again, spirits publicists are just doing their job and recommend you celebrate Game of Thrones with their brands’ cocktails. It’s part of being a spirits writer, you get odd pitches.

This year, I received a Memorial Day pitch that hit home.

Brown-Forman’s Woodford Reserve is honoring the memory of Bowling Green native, 1st Lt. Eric Yates, killed in combat. The Versailles, Ky,-based distillery is donating the proceeds of a Memorial weekend bottle sale to the 101^st Airborne Division Association’s “Screaming Eagle Foundation.” In 2010, Yates, a member of Strike Brigade of the 101^st Airborne Division, died in an Afghanistan IED explosion.

The company said it will be engraving bottles May 27-30 and selling at its visitor center.

Brown-Forman said this is one of the on-going efforts from the members of BRAVE, Brown-Forman’s veteran’s resource group, to honor and recognize the dedication and sacrifice of the men and women serving in the military.

Said in a press release David Page, BRAVE member and 101st Airborne Division veteran: “We know the Screaming Eagle Foundation will utilize the money raised from this special Memorial Day Weekend Engraving event to ensure he and others who have made the ultimate sacrifice for our freedom are not forgotten.”

It should be noted that all bourbon distilleries contribute to veteran charities. It’s one of the reasons why I enjoy covering this industry.

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