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Four Branches Bourbon: Sip to Remember

Artifcts
June 14, 2024

Reading time: 4 minutes 

For those of you who don’t know, our co-founders, Heather & Ellen, started their careers at the Central Intelligence Agency (CIA). They both served as briefers and frequently worked hand in hand with members of four branches of the US military – Army, Navy, Air Force, and Marine Corps.

Today, to celebrate National Bourbon Day, we’re honored to highlight the hard work of fellow friend, CIA colleague, and Air Force veteran, Mike Trott, co-founder of Four Branches Bourbon.

Heather sat down with Mike for an in-depth conversation on all things bourbon, stories, and the importance of taking a moment and remembering those that have come before us and those who have served alongside us.

Below is an excerpt from their conversation.

Heather: Part of the lore of Four Branches Bourbon is that you built the company in honor of one of our fallen heroes. Could you tell us a bit more about that? How did Four Branches Bourbon come to be?

Mike: You’re absolutely right. Four Branches Bourbon started with a phone call. One of my good friends, Rick Franco, a Marine Corps veteran, called me one day and said he had been thinking that he wanted to create a special barrel of bourbon in honor of his fallen close friend and colleague Greg Wright.

Rick and Greg went way back. They went to Virginia Military Institute (VMI) together, served in the Marine Corps together, and several years later Rick recruited Greg to serve in the CIA alongside him. On Greg’s first deployment overseas, he was the hero. He sacrificed his own life to save those of his team. Rick had the honor of repatriating his remains, and from that day forward, had wanted to do something to honor him and his family. Greg (along with our other CIA colleagues) is recognized with a star on the white Alabama marble Memorial Wall at CIA Headquarters, and is listed in the Book of Honor sitting beneath the stars.  

At the time we had no way of knowing how big Rick’s idea of a special barrel of bourbon would become.

We each carried with us stories of heroes. And my call with Rick got me thinking back to one of my assignments at the CIA: repatriating the remains of Mike Spann to his family and CIA colleagues. Mike was one of the first paramilitary officers sent into Afghanistan post-9/11. He was a true American hero and is known as the first American to die in combat after 9/11.

At that moment, I got what Rick wanted to do one-hundred percent and why he wanted to do it. We suddenly had a new mission -- let’s tell those stories and say those names so that no one ever forgets.

 

Co-Founders Mike Trott and Rick Franco bottling Four Branches Bourbon. 

Heather: That’s an incredible founding story, Mike, one with heart and mission. So you and Rick now had two of the four branches. How did you find your other two co-founders?

Mike: Well, once we had this idea in our minds, we couldn’t let it go. We quickly reached out to a couple friends, Harold, a Navy veteran and RJ, an Army veteran, and found we all had similar stories. We found ourselves sitting around a fire and telling the stories, saying the names, and it just clicked. This is it. We all wanted to do something to tell the stories and help others remember.

Bourbon is itself a reflective spirit. You sip. You reminisce, it slows you down, makes you reflect on the past. And it doesn’t always have to be bad memories – it could be the birth of a child, a wedding, promotion, those special moments.

Heather: Not to interrupt the reflecting (and seeing that we aren’t sipping a glass of bourbon, yet…), but I hear you’ve got a great story about traditions, weddings, and bourbon?

Mike: Yeah, that’s a good one. There’s a southern old wives’ tale that says if you want good weather on your wedding day, you’re supposed to bury a bottle of bourbon in your backyard, and then dig it up on the wedding day. Well, our good friend Dr. Rob Darling (a Navy veteran) did just that with a bottle of Four Branches Bourbon earlier this year. He dug it up a month ago or so on the morning of his daughter’s wedding and they had a perfect day. Just perfect.

Tradition, heritage, all woven into the American fabric of who we are, what we are. Bourbon is an American product. Fun fact: all whiskeys are bourbons, but not all bourbons are whiskeys. Bourbon can only be manufactured in America.

Heather: Who knew! Bourbon, memories, and good weather! I want to talk some more about those special bottles of Four Branches Bourbon you make for charity. I’ve seen firsthand how the intelligence and military communities have come together around the brand, and how you all have done some really neat things with those bottles to raise money for good.

Mike: It started with us donating a bottle or two of Four Branches Bourbon to a handful of fundraisers for veterans and their families. We signed the bottles, and were thinking, sure, hopefully they can get at auction what the bottle is worth, maybe a hundred dollars or so.

We were blown away by what happened next. At one event I was on stage, telling our story, and the next thing I know our bottles are being auctioned off for $20,000, $30,000... It was incredible. To date we’ve been able to raise nearly $300,000 for charities focused on serving veterans and Gold Star children and their families. Just incredible.

You realize right then and there, it’s not about the bourbon. It’s about the story. The mission. The fact that we’re on to something bigger than any of us. The need to reflect, to remember those we’ve lost, but also those who’ve lived and are living because of their sacrifices.

It’s not about the bourbon. It’s about the story. The mission. The fact that we’re on to something bigger than any of us. - Mike, founder, Four Branches Bourbon

We’ve gotten really creative over the past year with the bottles we offer for charity. We’ve included pieces of uniforms from our fallen heroes, challenge coins from missions, Harold even gave up his Trident badge for one of the bottles.

Heather: It hasn’t always been easy though. Alcohol, drinking, it can be really tough on returning service members and their families. Tell us a bit about your founder’s journey and the conversations you’ve had around the tough ‘stuff’ in the spirits industry.

Mike: As founders, we took a step back when we lost a mutual friend due to alcohol in the veteran community. We took a couple of months off; realized we couldn’t take alcohol out of the world, but could we change the narrative. That’s a BIG part of our tagline: Drink honorably. Sip to remember.

We want people to stop drinking to forget, and instead sip to remember.

We’ve done probably 4,000 tastings across the country and I’d say 60% start to cry when we say stop drinking to forget. Start sipping to remember. It’s really powerful when you think about it.

And I know that may seem like a strange thing for a founder of a bourbon company to say, but if we sell less so be it. We’re not changing the message. It’s a part of our story, part of our mission.

 

Four Branches Bourbon is on a mission to "Sip to Remember."

Heather: One last question Mike. Because we are Artifcts, we have to ask, do you have a favorite artifact from Four Branches Bourbon?

Mike: I have to say, our Master Class with Bourbon Hall of Fame Master Distiller, Steve Nally, who guided us as we created our unique four gain Founders Blend. You can click here to view the Artifct and read a bit about the story.

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You can learn more about Four Branches Bourbon, Mike Trott, and his fellow founders on their website. And if you’re lucky enough to be in one of the 32 states they currently ship direct to, or live in KY, TN, FL, AZ, WDC, MD and VA, you can also pick up a bottle of this incredible bourbon with a story and join Mike, Rick, Harold, and RJ as they #SiptoRemember.

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Want to hear more of the story? You can watch an interview of Mike and Rick on Fox & Friends

© 2024 Artifcts, Inc. All Rights Reserved.

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This Artifct is part of a private swim memorabilia collection. Click the image to view the Artifct.

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Artifcts QR code on a swim mannequin

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Have a space in your life like the Texas Swimming & Diving Hall of Fame making you say, "Hmmm?" Contact us at Hello@Artifcts.com to discuss personal concierge options and non-profit and enterprise support. 

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Matt and his father; his father's wearing the black onyx ring

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CLICK THE IMAGE to view the Artifct and listen to Matt tell you about his father and the ring in his own words.

Artifcts to the Rescue

After Matt discovered he’d lost the ring, he did two things next: 

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      2. He shared the Artifct with the restaurant where he had taken it off. The restaurant owner shared the ring photos with his staff to begin the search. Not everyone can easily imagine a ring generically described. Photos help.

Two days later

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If You Love It, Artifct That! 

There's simply, truly, we beg you to understand, no time like the present.

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© 2024 Artifcts, Inc. All Rights Reserved.

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Every Room Has a Story: Closet Edition

Reading time: 7 minutes 

You may be surprised, but in the world of tough ‘stuff’ to sort through, declutter, and organize, for many of us our closets top the list. Call it what you want, but we’ve learned that along with the many stories and memories those closets hold, closets can store a lot of trauma inside, too.  

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A long red wool coat with large silver buttons

 
 
What's your "red coat," that item in your closet you just can't part with even if you'll never wear it again?

Fast forward to the present day.  

The woman’s husband and one of her grown daughters are in the former master bedroom on the second story of the family home. Even though the new master bedroom on the first floor has been in use for at least 10 years and boasts a beautiful custom closet and dressing area, the old walk-in master closet is still brimming with clothing, old suitcases, and more.  

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With a quizzical look, the daughter grabs the coat and heads downstairs to her mother. 

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Stories & Your Closet 

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1. The ‘Why’ of the Clothing We Keep.

We’re talking specifically about clothing you’ll never wear again. It’s one of our spring-cleaning themes and top targets for decluttering. You know it’s there, even if hidden, the clothing you should recycle or donate. We’re looking for: 

      • Holes, tears, stains 
      • Faded fashions 
      • Ill-fitting pieces 
      • New, with tags, because you had a vision you never brought to fruition, or it simply got buried 
      • Single-purpose pieces (hello, bridesmaids dresses, costumes, and event and corporate swag) 

If you’re wrestling with the sentimental nature of a piece, Artifct that. You’ll feel better. 

Both of our cofounders have Artifcted old suits they wore in their government days. There’s a lot of memories in those suits and feelings of pride and accomplishment. You may know the feeling tied to a key garment and moment in your own life. Artifct that and then donate that to Dress for Success or a similar charity. Hot tip: If it’s a bridesmaid dress you’re thinking of donating, ask the bride before you donate, in case she harbors dreams of a vow renewal one day. We’re happy to save you the potential regret if you didn’t ask!

2. The ‘Why’ of Memento Boxes.

Now the existence and content of some of these keepsake boxes are open secrets, others not so much. But these keepsake boxes and memory boxes, no matter how cute, stylish or feng sui, are vulnerable to fire and flood as well as creatures that could find them munchable. In addition, the details behind what’s inside will easily fade from memory and more rapidly than you’d like to imagine.

 

 
True story: One of our co-founder's daughters recently created a memory box for school. She promises to Artifct first whatever goes into it. Will she? Time will tell. She already has more than 100 Artifcts, so there’s hope.

If you care about what’s in your memento boxes, we implore you to Artifct that. And talk through the contents with them. Have a seat. Share, more than once. Let them know you better. We will never tell you these types of boxes, in moderation, have to go. In fact, we believe everyone deserves a purple bin, yours might just be another color or style.

3. The Why of the Bulky Closet “Clutter.”

Yes, clutter lives in closets, too. We STASH so much in those closets. Take a look and ask about the why behind your stashes.  

A recent closet we were in had stashes of: 

      • Gifts to give “someday,”  
      • Unused frames in want of art or photos, 
      • Old, unused medical supplies, 
      • Brown paper bags of old tax documents and banking records, and 
      • A box of family heirlooms from a loved one who had passed away six years prior. 

The why of stashes often comes down to some form or procrastination. As Matt Paxton likes to say, “Procrastination kills memories.” Procrastination also creates chaos and kills the good intentions in the keeping. 

      • Organize what you want to keep and label it, if that will help you remember it’s there so you can put it to good use. The reason professional organizers love clear bins is to keep the items visible. But if labels do the trick—or a combination of both—go for it! If you are helping someone with dementia to declutter and organize, clear bins and photos have other purposes. Check out this ARTIcles story for insights and tips! 
      • Artifct items from loved ones and share those Artifcted stories so others can enjoy. Plus, if you don’t want to keep it all, your Artifcts become the easy means to ask if others would like to keep the items. Win-win!  
      • Donate unused—and in some cases lightly used—medical supplies through Goodwill or other similar charitable organizations in your community. 
      • If those old documents are more than seven years old, you’ll generally be okay to shred them yourself or at a community shred event. If in doubt, ask your financial advisor. But do not hang onto these where they can do you no good and only create vulnerability if someone were to use the information they contain to access  resources they should not.  
Procrastination kills memories. - Matt Paxton, TV host, author, public speaker

A storage bin for documents organized with labeled file folders can be a better than nothing option, but is nearly as problematic as a brown paper bag. A digital vault, like Trustworthy, can organize important documents via files and images you upload in no time and ensure vital information is accessible to you, your loved ones, and any tax, legal, or other advisors you employ. Bonus: Digital resources can be accessed anytime, from anywhere and you can even receive smart notifications when renewals and updates are required.

4. Special Closet Clutter: Kid Stuff.

We’re talking about reducing kid clutter we’ve found in closets, which admittedly feels a bit like touching the third rail. But hear us out! Do you really need to wardrobe a future generation? How much of it will breakdown or decay before it can ever be used again? And, perhaps most importantly, do you remember why it’s so special? No? Great, out and onward it goes. Yes? You know what we’re going to say: Artifct That.

An Artifct with dresses

 
 
Here’s a great example from our cofounder Ellen. She did keep a couple dresses that belonged to her daughter as a baby and a toddler. Notice we said a couple. But she also Artifcted them with pics of her daughter wearing the dresses to make it oh-so-easy to remember and share the why behind the dresses. CLICK THE IMAGE to view the Artifct.

While sentiment and frugal tendencies can be at play, sometimes you find people are holding onto stuff that their GROWN adults have ASKED them to keep, because they don’t have the space or do not want to take the time or pay the expense to ship it to their homes. Hard no. If you are ready to lighten the load in your home, give your grown adult children a deadline to claim the items. Yes, “adulting” can be hard, but enabling grown adult children to behave, well, like children, doesn’t generally end well. If you can relate, you might want to read or re-read this inspiring guest ARTIcles story from a dad who shared the tough love he showed his adult children during his downsizing experience.

Many of us struggle to bring our habits, best intentions, or even creative brains into play to help us get the job "decluttering" job done. For others, the stories behind the stuff get in our way. But keep in mind as you go room by room that like any muscle, decluttering requires practice. And Articting is here to support you along the way. Object by object as you Artifct you can reflect on what it is, why you have it, and make a decision on what will happen to that object in the future. 

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© 2024 Artifcts, Inc. All Rights Reserved.

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