Good Boy Vodka crafts top-shelf spirits where every sip supports veterans and rescue dogs 

Renowned for its ultra-premium vodka and seltzer, Good Boy Vodka not only strives to offer top-notch quality, but also to give back to the community in a unique way. Through the slogan ‘Every Pour Helps a Pup,’ the brand encourages consumers to contribute to its mission of giving back to animals in its communities, as well as to American veterans, with every sip. Alex Pratt, Chief Executive Officer, provides a comprehensive overview of the business.  

“In the summer of 2020, we launched Good Boy Vodka as a simple vodka company offering just two SKUs: one liter and 750 milliliters. Previously, I had worked for the Pratt family’s large commercial trailer company, which was sold to private equity six years ago. At that time, I was in the process of transitioning from private equity to managing Good Boy Vodka full-time. During this transition period, we observed a shift in consumer preferences towards canned beverages, so we decided to jump into the seltzer market. Around 2021, we launched our brand in the Midwest and Michigan, marking a historical moment for us. Subsequently, we introduced seltzer packs, starting with four-packs and eventually expanding into a variety of packs. As our business became busier throughout 2022, we had an understanding of the evolving trends in packaged liquor and the canned beverage industry. In early 2023, I joined Good Boy Vodka full time, and we were awarded a national distribution deal.  

“Shortly thereafter, we struck the John Daly cocktail deal, a significant milestone for our business. For years, many people had been making a variation of Arnold Palmer cocktails with added vodka and calling it the John Daly. While golfing with John Daly one day, I pointed out that he deserved credit for this popular drink that was associated with his name. John agreed, and we collaborated to create the first official John Daly drink made of lemonade, iced tea, and vodka originally sold in a four-pack. The response was incredible for our business and our entire portfolio started selling better. Expanding on this success, we introduced eight-packs for the John Daly brand and introduced additional flavors, leading to even more growth. From there, we focused more on selling seltzers and vodka, expanding our distribution from a single state to our current 44 states. Despite this rapid expansion, we remain grounded, striving to deliver our best in this exciting journey,” he elaborates.  

Brand engagement 

Partnerships with high-profile figures like John Daly have significantly contributed to building Good Boy Vodka’s brand awareness. Nevertheless, the company’s branding strategy includes other elements, such as its involvement in racing events. “On social media, we leverage the likeness of our celebrity partners, including John Daly and Travis Pastrana, allowing us to grow our brand awareness organically. While many competitors invest as much as $30 million annually in building brand awareness and product placement, we have cultivated a genuine connection with our audience. Our consumers love John Daly and Travis Pastrana, and they gravitate towards the products they represent, leading to a substantial organic pull that has propelled our business without the need for massive investments in brand promotion.  

“Additionally, we get involved in many racing events that increase our brand awareness. Racing is my passion; I transitioned from motorcycle racing to boats and now oversee a car racing team with a Porsche Cup car. Our involvement in various racing events has been extensive. For instance, we partnered with the Huski brand to develop the Huski Ice Spritz and collaborated with an IndyCar team that came in second place at the Indy 500 a few years ago with Marcus Ericsson. Racing is not just a hobby but also a strategic marketing avenue for a beverage company like us, given that racing enthusiasts enjoy watching events like a NASCAR race with a drink in hand. Thus, engaging in racing events is a great way to ensure rapid exposure and visibility for our products,” Alex continues.  

Positive impact 

Besides focusing on brand growth, Good Boy Vodka is wholeheartedly dedicated to giving back through its ‘Every Pour Helps a Pup’ initiative. “Originally, Every Pour Helps a Pup was centered around helping American veterans and warrior dogs. When those animals return from war, they often face challenges in being re-homed, so our efforts are directed towards assisting them and supporting our veterans, a cause that remains a top priority for us. However, since its early days, the initiative has diversified to encompass many different charitable causes. For example, last October, we took on a mission to assist seven pet shelters in seven states over seven days. As part of that, our team worked to waive adoption fees, pay for vet bills, and provide assistance to animals in need,” Alex enlightens.  

This commitment to improving the lives of others extends to Good Boy Vodka’s product development, as Alex reveals: “Lemonade iced teas have played a crucial role in our growth, and the combination of lemonade and vodka has proven to be a winning formula, capturing a significant share of the market in our category. As part of our commitment to crafting beverages that resonate with all consumers, we’re excited to introduce our new lemonade flavors in a pack thoughtfully designed to appeal to a female audience. While our partnerships with sports celebrities have secured us a strong male consumer base, our focus now shifts towards cultivating a larger female following. Our new lemonade pack features a vibrant pink and white color palette and delivers a delicious, refreshing taste we believe everyone will love. With these lemonades already resonating strongly with female consumers, we’re proud to align this launch with a greater purpose, supporting causes that drive positive change for women, including breast cancer research and awareness. We’re incredibly excited about this product and the diverse opportunities it brings, not just within the beverage industry, but in making a meaningful impact in the broader community.”  

Driven by an unwavering mission to make a difference, Good Boy Vodka continues to redefine the premium beverage landscape.   

www.goodboyvodka.com