A beer to commemorate fallen soldiers
Only in America. In September 2016 Pabst Brewing started distributing Dog Tag Legacy Lager, a beer in cans that pays tribute to America’s fallen soldiers. Dog Tag Lager is different because consumers will be drinking it with purpose, reinventing the toast and reflecting on the dead.
The beer is produced by the Dog Tag brewery in Montana and 100 percent of profits will go to charities created or selected by Gold Star Families, it says.
Seth Jordan, a Marine combat veteran, founded the Dog Tag brewery in 2014 with an invitation for the American public to “Toast a Hero” as they read the name of a fallen soldier printed on each can. Mr Jordan also serves as Chairman of the Dog Tag Brewing Foundation, a non-profit organisation dedicated to supporting legacy building projects started or selected by Gold Star Families, the families of fallen military personnel.
“The partnership with Pabst will ensure that millions of Americans will have a chance to try our beer and to join us in helping Gold Star families build the legacies of our nation’s fallen military heroes,” Mr Jordan said in a statement. “Our mission is simple: to help Gold Star Families make sure their loved one is never forgotten.”
The beer has been around for a year already. It instantly became an internet hit, not only for the names on the cans, but also for sharing the individual’s stories on their website.
Dog Tag hopes to have the beer available nationwide in 2017. Apart from Legacy lager, Dog Tag brews an IPA and seasonals.
There were 49 craft breweries in Montana in 2015, selling about 200,000 hl beer. That’s a fair number since there are only 1 million residents in the state.
