While around the world, Coca-Cola drinkers have been clamoring for red cans emblazoned with seemingly individual names, in Montana, a microbrewery is churning out cans of craft beer bearing the real names of actual fallen American heroes.
Dog Tag Brewing of Belgrade, Mont. is a combat veteran-owned and operated brewery that immortalizes the names of gold star military personnel on each can.
The idea behind Dog Tag Brewing is that each can is imprinted with the name and rank of a real fallen hero. The brewery is the brainchild of Seth Jordan, himself a Marine combat veteran and naval aviator.
This brewery and memorial movement is swiftly going viral thanks to a popular Facebook page that shared Dog Tag and its mission online, resulting in over 10,000 new likes to the brewery's Facebook page in less than 24 hours.
In response, Jordan made an emotional post to Dog Tag's Facebook page, praising the public's response to the mission by stating:
"Dog Tag Brewing was designed to be a movement, not a company. We recently erected the Dog Tag Brewing Foundation (DTBF) which will receive 100% of all future profits from Dog Tag Brewing. The Foundation's mission is to support and enhance Gold Star Family initiatives aimed at preserving and honoring the legacies of their loved ones. The Foundation's Board of Directors is comprised of all OIF and OEF veterans who have recently transitioned to the private sector and who are committed to our fallen brothers and sisters.
It has been such a joy to see what was once an idea turn into a movement with the support of tens of thousands of Americans. Let's collectively support this movement and continue to warm the hearts of the families we support."
Each fallen hero whose name is listed on a Dog Tag can also has a page on the Dog Tag website with his or her story. If you would like to submit a fallen hero, you can do so by having the next of kin contact Dog Tag via email at [email protected].
The patriotic brewery offers a lager and an IPA. The website states that Dog Tag is currently only available in only seven states: Montana, New Jersey, North Carolina, Pennsylvania, South Dakota, Virginia and Wyoming. However, a post shared on Sept. 8 claims the brewery is working on a partnership that will make its beer available nationwide.