A line of spirits supports U.S. troops

The idea of a line of alcoholic beverages in bottles shaped like uniformed duty officers started with thoughts of a toast.

David Fox, wife Jennifer Dempsey Fox, and partner Powell W. Arms wanted to raise a glass and pay respects to the daily sacrifices of American troops, firefighters, and police officers.

The business proposition developed when the trio thought about what they might drink when they clinked their glasses in a liquid salute.

"You can buy a bottle of beer with an Eagles logo. You can buy a beer with a Phillies logo," said David Fox, 38. "But if you put your life on the line for us, why isn't there anything that celebrates that?"

The Foxes and Arms, all of Narberth, took the idea and created a business plan. The result is Brave Spirits, a line of alcoholic beverages wrapped in patriotism from its name to its bottling.

So far, the brand includes At Ease Rum, First In Whiskey, Valor Vodka, and Standing Guard Gin. The colors are patriotic. The brand is American-made, and the 750-milliliter bottles resemble men standing at attention.

The partners call it a "silent thank you." To emphasize their point, $2 of every $19.99 bottle manufactured goes to the company's nonprofit foundation. All money is then donated to charities that benefit American troops, firefighters and police officers.

Brave Spirits, which is made under contract by commercial distillers, is carried in Pennsylvania state liquor stores and in stores in New Jersey, Delaware and Maryland. The line also is sold on 13 military bases.

But the partners are aware of concerns not only about the consumption of alcohol in the military, but about any appearance of trading for profit on the sacrifices of men and women in uniform.

"We don't want this to be something that would cross the line," David Fox said. "We want to make sure that it will always be seen as credible - at every stage."

Jeffrey White, president of the Pennsylvania State Council of Vietnam Veterans of America Inc., sees a potential for risk and reward.

The use of alcohol to cope with problems such as post-traumatic stress disorder is significant in the military, White said.

"If they say, we're going to give you $1,000, I can sit up there with a silly grin on my face, because I can use that to help people," White said, "but do we want it to look like we are encouraging the consumption of alcohol?"

Luis Trevino of the Pittsburgh-based Military Family Network went further.

"The same people that it's trying to help are the same people that it's going to affect negatively," said Trevino, a vice president of the Web site for military family support.

The partners' message is responsible consumption, said Jennifer Fox, 38.

It was her idea to add a charitable component. Fox, who holds law and M.B.A. degrees from Temple University, left her job in wealth management to help start Brave Spirits. Her husband, who also has an M.B.A. from Temple, worked in product development for a candy manufacturer and two spirits companies.

Arms ran his grandparents' candy store after earning an engineering degree from the Massachusetts Institute of Technology. He later earned an M.B.A. from the University of Texas, and worked in real estate development and shipbuilding.

The three decided to start Brave Spirits after vacationing together in August 2005. The product hit the shelves last spring.

The company has sold about 1,000 of its initially produced 3,600 cases and raised nearly $20,000 for charity, David Fox said. The company's $2 donation per bottle, about 10 percent of the sale price, is unusually high for a business, said Daniel Borochoff, president of the American Institute of Philanthropy.

Donations have gone to charities including the Wounded Warrior Project and the National Fallen Firefighter Foundation. An independent volunteer advisory board composed of armed services officers, a police veteran, and the mother of an Army soldier distributes the money to charity.

Air Force Maj. Bonnie Bosler, who recently finished a tour in Iraq, said she welcomes the help.

"However you support our troops is a great effort," said Bosler, a flight medical technician and nurse from Mount Laurel. "The support of the families and communities makes the job easier for us."

Last year, Jennifer Fox helped organize the annual Philadelphia Blue Day, which raised $60,000 for Philadelphia Fraternal Order of Police Lodge 5 Survivors Fund. The fund assists families of officers killed in the line of duty.

James Harrity, a member of the Brave Spirits Foundation advisory board, supervises family outreach for the Pennsylvania State Lodge of the Fraternal Order of Police. He helps make decisions about the distribution of Brave Spirits funds, but he's not in the room when the drinking starts.

Harrity, a Vietnam veteran, is a recovering alcoholic. He says he has not had a drink in 22 years.

"I don't have a problem with other people having a drink," Harrity said. "Most people can handle alcohol. I couldn't."