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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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© 2025 Artifcts, Inc. All Rights Reserved.

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Preparing With the End in Mind: A Conversation with Rachel Donnelly, Author & After Loss Professional

August is Make a Will month and although it is probably not a holiday (or month!) that we tend to celebrate, it's a topic that we should all address at some point or another. If you happen to be one of the nearly 12 percent of Americans on holiday this August and you're reading today's ARTIcles story, nothing says I love you like sinking your toes into the sand next to your partner and striking up a conversation about end of life planning. 

We invited Rachel Donnelly, founder of AfterLight, co-founder of Professionals of After Loss Services, and author of Late to Your Own Funeral: How To Leave A Legacy And Not A Logjam, to join us for a conversation about one of the few things that is gauranteed in life (in addition to taxes and aging). Read on for Rachel's practical advice, tips, and conversation starters. There truly is no time like the present to have the conversation we may all be putting off (and off). 

Heather Nickerson, Co-Founder of Artifcts: Rachel, you are an after loss consultant. I think "after loss" is clear for all, but can you illuminate what services you provide in this role?

Rachel Donnelly: Sure! As an after loss consultant, I help people navigate the logistical and administrative tasks that are unavoidable after the death of a loved one. This role encompasses a wide range of responsibilities, including organizing and closing accounts, coordinating and completing forms, locating and securing necessary documents, and managing estate clean-outs or disposing of tangible personal property, as well as working with attorneys, financial advisors, and other professionals. I’m essentially the project manager you didn’t know you’d need when someone dies, helping clients navigate challenges like being overwhelmed, missteps, and missed deadlines.

Nickerson: So not all your services are necessarily offered literally after someone dies, sometimes it's about preparedness for that eventual reality we'll all face?

Donnelly: Yes, and after working with hundreds of clients, I know the common blind spots that people overlook as part of their estate planning and organization. I can serve as their “personal trainer” for estate organization, acting as an accountability partner and coach before something happens. That might mean organizing estate documents and digital assets, inventorying their belongings, or making sure their executor isn’t left guessing. Think of it as doing your loved ones a huge favor in advance. It’s the “leave a legacy and not a logjam” approach.

Think of it as doing your loved ones a huge favor in advance. It’s the “leave a legacy and not a logjam” approach.

Nickerson: Who typically calls you in an after loss scenario? Is it the estate executor, aka next of kin, who really isn't sure what on earth to do now?

Donnelly: Yes. My client is usually the named executor, a surviving spouse, or an adult child who has just lost a parent. They're grieving and overwhelmed, confused about what to do first, and feel like they’re drowning in paperwork and tasks. That’s when I step in to bring order to the chaos.

Nickerson: What led you to take the leap from being the founder of your own after loss business at AfterLight to co-founding an organization to train others—Professionals of After Loss Services (PALS)?

Donnelly: What began as an informal networking group of women with businesses similar to mine has grown into the first and only dedicated community for after loss professionals. There is a significant need for professionals who are both trained and experienced in handling loss situations. While the field is growing quickly, there is still a gap in connection, consistency, and shared knowledge.

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Nickerson: Among PALS-trained professionals, are there subspecialties? For example, do some professionals work more with widows or with families who have lost a child?

Donnelly: Yes, absolutely. While all PALS-trained professionals have a strong foundation in after loss logistics, many bring their own unique backgrounds to the table. Some focus more on grief support, others on estate organizing or clean-outs. We also have professionals who specialize in working with widows, the sandwich generation, or solo agers. It’s not one-size-fits-all, and that is what makes the network so valuable.

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Donnelly: I love that phrase because it’s real. The biggest mistake I see is people jumping straight into tasks like cleaning out the house or closing accounts without understanding that there is often a specific order these steps should be followed according to the estate plan. Skipping that order or protocol can create significant problems later.

The biggest mistake I see is people jumping straight into tasks like cleaning out the house or closing accounts without understanding that there is often a specific order these steps should be followed according to the estate plan. 

Most commonly overlooked? Digital assets. People often forget about email, cloud accounts, subscriptions, and social media, which can hold financial, exchange, or sentimental value.

As for first steps, aside from the funeral or memorial:

      1. Secure the home and cars, and forward the mail.
      2. Locate the will, trust, and other important documents.
      3. Make a detailed list of what they owe and what they own, which will be crucial during the estate settlement process.

Nickerson: And last but not least, you are a published author. What’s the feedback been like on your new book? Are you hearing from readers about "ah ha" moments?

Donnelly: It’s been humbling and amazing. People tell me Late To Your Own Funeral: How To Leave A Legacy And Not A Logjam is the first book they’ve read on this topic that doesn’t make them feel like they’re reading a legal manual—or a eulogy. I’ve had so many people tell me they’ve given this to their aging parents, who would never even broach the subject with them, and now they’re meeting with attorneys and formalizing their estate planning documents. One woman said, “This made me laugh, cry, and then finally get my affairs in order.” That’s exactly what I was going for: clarity, empathy, and a little irreverence to make it all feel more doable.

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Interested in learning more about becoming a Professional of After Loss Services? Join Rachel and our co-founder Heather at the Professionals of After Loss Services Conference this October in Atlanta, GA. Click here for more details

© 2025 Artifcts, Inc. All Rights Reserved.

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Everything You Need to Know Before Heading to Your First Estate Sale 

Estate sales truly are about the thrill of the hunt for so many. The unique and unexpected finds, like that one cool item that's kind of kitsch and adds a pop of surprise to an otherwise sophisticated room. Or a fun element like an old brooch or cocktail ring paired with a nice outfit already in your closet. Other finds may be years and even decades in the making, alerts set for the item with every known estate sale, auction, and re-sell shop globally. 

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While there are practically “pro” estate sales shoppers out there in the world, most are curious folks out for some unexpected finds. Grab a friend and read our article to help ease you in and find joy in the hunt. You may even walk away with a story or two to share at your next party.

Finding an Estate Sale and Your “It” Item

Pop onto EstateSales.net, or your preferred estate sales website, to set a search radius (in miles) for how far from a location you’d like to be notified about upcoming estate sales. Some people like to stick close to home, and others love nothing more than a road trip for a great find. 

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While we’re all familiar with the expression, “Go big, or go home,” you might want to set that aside when it comes to estate sales and instead start small and focused. Set alerts and bookmark items of interest.  

Now, the “day of” experience. You’re lucky, because the most irksome of estate sales attributes is transforming – the line! Traditionally you had to show up hours before the sale, add your name to a list, and wait in line, creating stress for you, subjecting you to poor weather, and often irking the neighbors. But things are changing! Agents who run their sales through EstateSales.net can now allow you to reserve your spot in line and be notified when it’s your turn. It’s just like when you get on the waitlist at a restaurant. That’s a major victory for all. 

Once inside, what do you do? Very likely you make a beeline for the priority items you’ve scoped out online ahead of time. But if you’re just showing up unexpectedly or to be surprised, lovely, meander and enjoy.  

Unlike a museum, you’re encouraged to touch and inspect the items. And you’re certainly encouraged to ask questions. Whomever is working at the estate sale should be well versed in the provenance and backstories of interesting items. If you’re lucky, they’ve Artifcted them and you can simply scan the Artifcts QR code to learn more and take that story home with you.

Who’s Shopping Estate Sales?

Estate sales generally have a little something for everyone. We’re lumping buyers into four categories to give you a feel for the type of people you’ll encounter and how who is shopping can affect the mood and dynamic at a sale. 

The curious, #TreasureHunter. These shoppers enjoy the estate sale for the surprise finds and niche wins. It’s not about turning a profit. They are more inclined to negotiate, amicably browse, share their experience, and preserve stories, too. (Ahem, Artifct those finds!)

framed picture of Mary Duryee

Local history rescued by a discerning shopper! Artifcts member @ChristineVisser published an Artifct over the summer featuring a print of a famous local person picked up at an estate sale. CLICK THE IMAGE TO VIEW THE ARTIFCT.

Value seekers, #BudgetConscious. Thrifting means saving money on life essentials —e.g., clothes, tools, appliances, holiday decorations, furnishings and more—by choosing well-made and good condition secondhand items. The bonus with estate sales, of course, is the abundant variety, cataloged for easy browsing. Hard to say that about most in-person consignment stores never mind thrift stores! 

The curators and collectors, #CuratedNotCluttered. Still on the enjoyment and story side of the equation but with extensive research and knowledge and a very specific items or set of items on their target list. They will not deviate. They will look at the details to authenticate items. They will not be so inclined to negotiate with other buyers and will be prepared to drive a hard bargain with the sellers.  

The flippers and hustlers, #TurnAProfit. Check out Reddit and you’ll find an abundance of complaints about this type of shopper for everything from vinyl albums and games to sporting goods. They may “hoard” items so they can assess the resale value on the spot, frustrating other shoppers behind them in line. But beware – outside of exceptionally bad behavior, a sale is a sale is a sale.

Uniting these four types of estate sales shoppers? Unlike people who may exclusively take their search online through the likes of Everything but the House, estate sales enthusiasts still love the tactile world of retail. To see, touch, learn in objects’ native environments, with the opportunity to ask questions is part of the experience they seek.

Who are Estate Sales Agents?

It’s worth taking a moment to discuss the person behind the curtain, so to speak. Who are the estate sales agents behind the businesses running these sales? According to a 2024 survey by EstateSales.net, 68% of estate sales business owners are over the age of 55. They've moved on to their 2nd or 3rd careers and bring with them incredible life experience.

But a new generation of owners is coming on the scene, too. A generation prioritizing mission driven work and ideally work that supports a more sustainable, earth friendly future. If nothing else, estate sales are certainly all that.

We talk about re-homing items we Artifct all the time to avoid landfills and waste, like in our story, “Who Wants This Rocking Chair?” Estate sales support sustainability, providing the means to upcycle and recycle remainders as second and third lines of defense. And they are working! Check out trends in estate cleanouts that we covered in, “Insider’s Look at What It Means to Clean Out an Estate.”

Not Ready for an Estate Sale? Try Virtual Sales and Auctions

If you’re not ready or able to show up in-person at an estate sale, we understand. The same channels through which people re-sell “pre-loved” items in lieu of or sometimes in addition to estate sales can become your testing ground for setting up alerts for items of interest to you and only buying what you’re truly seeking.

Check out these in-person and online retailers where you can browse and set alerts for items of interest.

Listed in alphabetical order.

GENERAL HOME GOODS  

      • Auction Ninja, “The hunt starts here,” auctionninja.com  
      • Bidrush, "Local downsizing & estate online auctions,” go.bidrush.com 
      • Ebay, "Things. People. Love.," ebay.com 
      • EstateSales.net, “Find estate sales, tag sales, and auctions,” estatesales.net 
      • Etsy, "Global marketplace for unique and creative goods," etsy.com 
      • Facebook marketplace, buy and sell locally and nationwide, www.facebook.com/marketplace
      • LiveAuctioneers, "Let's go treasure hunting: auctions for one-of-a-kind art, antiques & luxury goods," liveauctioneers.com  
      • OfferUp, "The simpler way to buy and sell locally," offerup.com    
      • Whatnot, "The live shopping marketplace," whatnot.com

LUXURY AND OTHER HIGHER END GOODS AND COLLECTIBLES 

      • 1stDibs, "The most beautiful things on earth: Antique and modern furniture, jewelry, fashion, & art," 1stdibs.com 
      • Auction houses, such as Bonhams, Doyle, Heritage Auctions, and Nye & Company 
      • Chairish, www.chairish.com
      • Poshmark, "Buy, sell, and discover fashion, home decor, beauty, and more," poshmark.com  
      • The RealReal, "Where luxury is yours to define," therealreal.com 
      • Specialty antiques and collectibles dealers (too numerous to list - search online based on your item)

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© 2025 Artifcts, Inc. All Rights Reserved.

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