On a similar, though admittedly much smaller scale, we had our own idea for a philanthropic mission. One that was ignited from our original desire to honor the legacy of our great grandfather, Pappy Van Winkle, and his steadfast commitment to always doing the right thing and one that could somehow transform the desire for our family’s bourbon into an act of community support. As they say, "Where there is a will, there is a way," and thus Bourbon for Good™ was born and with it, our premise that “every bottle gives back.”

As fourth-generation Van Winkles, we are incredibly fortunate to have access to four bottles a year from our family’s personal collection. If you have ever attempted to secure a bottle for yourself or a loved one or happened to peruse the secondary market, then you know just how difficult this has become (and how outrageous those prices can be). So we thought, what if we could convert that passion into support for causes that are near and dear to our hearts? So that’s just what we did - and we have been blown away by your commitment and support of our Bourbon for Good™ mission ever since.

Our mission had a humble beginning. We would hold quarterly Bourbon for Good™ Sweepstakes, whereby we could offer each rare bottle of Pappy Van Winkle bourbon to our customers while donating a portion of proceeds to a selected non-profit. That small idea has since broadened significantly, evolving into a more inclusive philanthropic effort throughout the entire year.

Our focus was determining how we could make the most impact by highlighting causes that are near and dear to us and supporting non-profits that provide critical work in and for our communities. We’ve attempted to hone our support to be strategically effective, providing financial resources to both timely causes, such as natural disasters, worldwide humanitarian issues, and some of our communities' most pressing causes.  

 This year we have narrowed our focus and supported our friends at Hop on a Cure and their incredible efforts to find a cure for ALS throughout the year. Hop on a Cure was founded by John Driskell “Hop” Hopkins, member of the legendary Zac Brown Band, after he faced his own diagnosis of ALS. As a disease that has touched our lives personally, we are in awe of the determination, vulnerability, and willingness of Hop and his family to share their own personal story with the unshakable goal of finding a cure and in the process, “giving a stage to the hope that lies in the unsung.” 

For our final Bourbon for Good™ Sweepstakes of 2024, we selected BeLoved Asheville to receive a portion of the proceeds and join in their efforts to support recovery in the devastated Appalachian communities after Hurricane Helene. Having the flexibility to select a variety of non-profits as the beneficiaries of our Bourbon for Good™ Sweepstakes allows us to pivot during a national disaster and shift our focus to highlight the incredible relief efforts being done by boots-on-the-ground organizations.  Previously, during the holiday season, we selected organizations that are battling the hunger crisis in our communities. We have worked with Louisville organization Dare to Care and their necessary work to provide food in our own hometown, where a heartbreaking 1 in 5 children face food insecurity.

Our philanthropic mission has always been clear-cut. Giving back is an essential element of our company's foundation. We were deliberate when we crafted our mission statement, knowing that no matter how our company grew or changed, our core values would stay the same.  It isn’t a vague promise either - it is a foundational element of our days - both professionally and personally. We come back to it time and again, and it is always a reminder in the backdrop of every decision we make. 

Not only is it a pillar of our mission, but it is equally as present in our five core values. Pappy knew there was no substitute for doing the right thing, and he approached every business decision through that lens. We are fortunate to have inherited many aspects of Pappy's legacy to celebrate, but for us, this is top of the list. As Pappy himself declared in a letter to his salesman, “If there is anything that even begins to look improper, get away from it, we don’t want that business.” 

The beauty of Giving Tuesdayand Bourbon for Good™ is the understanding that no gift or effort is ever too small. Gifts of time and resources will have a cumulative impact, and we can all encourage generosity to catch on.  Just as Giving Tuesday believes, "It’s a simple idea: whether it’s making someone smile, helping a neighbor or stranger out, showing up for an issue or people we care about, or giving some of what we have to those who need our help, every act of generosity counts and everyone has something to contribute toward building the better world we all want to live in.”

So, on Giving Tuesday, we thank you for supporting our Bourbon for Good™ mission and for celebrating Pappy's heritage of generosity and community support that we are proud to continue. We encourage you to find a way, big or small, to make an impact today through an act of generosity. #GivingTuesday