A Feel-Good Pour: Good Boy Vodka’s Mission Is a Reason to Toast

by Denise K. James 

When Good Boy Vodka founder Alex Pratt decided he wanted a product recognized not only for quality and drinkability but for an admirable mission, the brainstorming process didn’t take long. Supporting animals was already a given—he’d owned a German shepherd himself for years—and aligning the brand with U.S. Veterans also made sense. Laura Meyer, the brand’s chief strategy officer—and Citadel graduate—as well as a number of people on the team, are either Veterans themselves or have close relationships with the military. 

“Laura was one of my first people in the company, and she and her husband have a military background,” Pratt said. “We respect the military, and we love to connect with like-minded people.”

One of the first nonprofits Good Boy Vodka looked to support was the Warrior Dog Foundation, which pairs retired military dogs with loving homes after appropriate training. (If a dog is not able to be paired with an owner, the foundation provides a 40-acre retreat for retired animals.) Next, the vodka brand added Pets for Vets to their list of nonprofits to support; more recently, the organization Dogs 2 Dog Tags has partnered with the Good Boy brand. In addition, a philanthropic branch of the company – known as The Good Boy Foundation – is known for giving back to local charities in various cities, 

“Instead of Good Boy Vodka being just a new, exciting brand, we give back to independent communities,” Pratt pointed out. “And that’s been leading our exposure.” 

Pratt and Meyer agree that the Michigan-based label doesn’t simply want to appear in local markets without making the necessary connections to leave a lasting impression. Each time a new state or city is introduced to the Good Boy Vodka label, locals are treated to an event. In the last year, Good Boy Vodka has raised awareness for multiple charities and for the vodka brand by hosting fun-filled activities in various cities. “We partnered with Valor Service Dogs in Tampa, FL for a launch event at the Walk-Ons Sports Bistreaux chain last month. We’re donating product to a very special Marine Corps unit’s 20th anniversary next month. We’re partnering with ALECA in Arizona this year at multiple events. We donate gift baskets full of goodies to many pet shelters across the country.” Meyer mentioned. “We know that philanthropy fosters long-term loyalty to our brand and we cannot do the good that we are doing without our consumers.” 

Good Boy Vodka sponsors many popular events throughout the country, one of which is P1 Offshore boat racing, with Pratt as the throttleman of the Good Boy Vodka boat. The team feels strongly that having an exciting launch event in each state is a great way to draw people in – but it’s the mission behind the label that actually retains customers. Attending events as a third party and setting up a booth to share information is another way to spread the word. 

“People come to these events and are excited for the action and boats, but when they come to our booth or merch trailer and learn more about our mission, they become consumers for life." Meyer said. "They feel good knowing that their purchase is contributing to the greater good."

Pratt attends almost every event himself and shares his own ethos behind the vodka brand. He says hearing the mission from the owner is helpful – and every market is “important to growing the mission.” 

“Our plan is to be a national brand in all 50 states by the end of 2024,” he said. 

But the Good Boy Vodka brand isn’t just about selling bottles of vodka; canned cocktails are incredibly popular as well. They have a line of Vodka Cocktails, John Daly Cocktails - partnered with the professional golfer himself, and Citrus Circus - partnered with action sports legend, Travis Pastrana. All RTDs are made with natural fruit juices, real vodka, and are gluten free. "Working with celebrities like John Daly and Travis Pastrana, helps spread the brand's mission even further through them promoting at events and on their social channels." Meyer noted.

This Spring, Good Boy Vodka is getting to know the South by hosting launch events in Georgia and the Carolinas. As of press time, the team was in the planning process for participation at events in the Charleston area. "Saltwater Cowboys on Shem Creek in Mount Pleasant now carries our John Daly Cocktails and our vodka." Meyer said. "Our Brand Ambassador, and fellow Citadel graduate, Drew Silver made this connection and we are thrilled to partner with them for future events.

Pratt looks forward to getting to know the Charleston market and giving back to the Lowcountry’s vast community of dog lovers. 

“When we started the Good Boy Foundation, we wanted to give back to hyperlocal charities,” he said. “So, we want to learn about the Charleston market and their charities involving dogs. We’re a fun alcohol company . . . but we have a purpose.”