I had the privilege of sitting down with the Veterans Whiskey Society, a nonprofit that channels whiskey enthusiasm into meaningful fundraising efforts, supporting veteran and first responder programs that make a difference in the lives of many. Here’s what they had to share about their mission and impact.
What inspired you to start Veterans Whiskey Society, and how did the organization evolve into what it is today?
We originally formed as a social whiskey club for veterans in late 2019, providing a space for connection while supporting causes that mattered to us. Thanks to Joel Weismann at Heritage Liquor, who invited us to do our very first single barrel selection, we launched much sooner than expected. That selection, combined with Aspen Flying Club’s donated venue space, allowed us to host a fundraising event for Veterans Passport to Hope. Seeing the impact we could make opened our eyes to the ongoing need — and the Veterans Whiskey Society was born.
What is your core mission?
Our mission is simple: fundraising through connection, collaboration, and community in the whiskey space. This primarily happens through Whiskey Wednesday events and fundraisers. We focus on supporting nonprofits already doing meaningful work and helping them raise the funds they need.
What programs or initiatives are you most proud of so far?
We’re proud of the many organizations we’ve been able to help, from the Travis Manion Foundation to Veterans Exploration Therapy (VET), Douglas County Veterans Monument Foundation, and Tunnel to Towers. Each represents veterans and families directly impacted. While still in our growth phase, we’ve built connections and community across Denver that lay the foundation to serve thousands more.
Can you share a story that highlights that impact?
One great example is our work with Veterans Exploration Therapy. Getting to know founder Deke Lawson and seeing how he brings veterans together outdoors through activities like rock climbing, skydiving, and hiking, has been inspiring. Supporting his efforts has shown us firsthand how important community and connection are for mental health and healing.
What challenges do you face in this work?
We deal with many of the same challenges as other nonprofits: needing volunteers, fundraising partners, and sustainable support. The pandemic hit in-person fundraising hard, and sourcing allocated whiskey bottles for auctions has gotten trickier. Still, we’ve learned that the key is to just start — don’t wait until everything’s perfect. Each event is an opportunity to grow, learn, and do more next time.
How do you engage the broader community beyond veterans?
We believe in collaboration, not competition. We support multiple nonprofits, even those with overlapping missions, because at the end of the day, the more impact we can help generate, the better. And everyone is welcome to get involved, not just veterans or first responders.
How does Whiskey Wednesday work?
Whiskey Wednesday is our signature fundraiser. We run a silent auction online for several weeks, which maximizes participation and creates a buzz in the whiskey community. Proceeds go directly to the nonprofits we’re featuring that month. It’s a light lift with
big impact.
Where does your funding come from?
Most of our funding comes through silent auctions, barrel pick sales, and donations tied to Whiskey Wednesday events. Host venues often donate a portion of their sales as well. We’re working toward expanding into grants and business partnerships to grow our reach.
What are your goals for the next few years?
We’re committed to continuing monthly Whiskey Wednesdays across the Denver metro area and want to expand into “at-home” versions. These smaller, more intimate gatherings will allow volunteers to host anywhere, creating meaningful connections while raising funds.
How do you measure success?
We measure it in two ways. Quantitatively, it’s about dollars raised and how those funds translate to real services: housing, crisis relief, or mental health programs. Qualitatively, it’s about the stories. Every veteran who tells us they felt reconnected at an event reminds us why we exist.
What keeps you motivated when things get tough?
It always comes back to the conversations. Looking a veteran in the eyes and knowing that our work, even in small ways, is helping them feel seen and supported — that’s everything. Even if we didn’t raise a dollar, those connections matter.
Who are the November beneficiaries?
For November, we’re proud to feature The Invictus Project, dedicated to supporting veterans’ mental health and wellness, and Comeback Yoga, which provides free, trauma-informed yoga for veterans and active duty service members. Both organizations reflect our belief that healing takes many forms, through community, connection, and mindful practices.
For readers who want to help, what’s the best way to get involved?
Show up. Come to a Whiskey Wednesday, join an event, or simply reach out to veterans and first responders in your life. Support can come in many forms — volunteering, donating, or just being present. Every person who steps forward adds to the abundance of the community we’re trying to build. You can learn more about us and join at www.veteranswhiskeysociety.org.
“Even if we don’t raise a dollar, the conversations matter. A simple connection can save a life, and that’s the heart of our mission.”