The Whiskey Valor Foundation focuses on veterans and 'raises a glass to a cause'

Luis Martinez Jr. he loves a good bourbon. He also likes to help his veterans.

Martinez served five years in the US Marine Corps and wanted to do something to combine his passion for both.

Earlier this year, encouraged by friends, he founded the non-profit organization Whiskey Valor Foundation.

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Headquartered in Fredericksburg, Virginia, about 50 miles south of Washington, DC, the Whiskey Valor Foundation “is a non-profit organization where we use the bourbon community to help raise funds to support veterans and their families,” Martinez told Fox News Digital.

Martinez decided there was a need for an organization like hers while working with other nonprofits, such as the Pat Tillman Foundation and the Travis Manion Foundation.

“I realized I was going to these events – we're doing a good job for the community, and after we're done doing that, we're going to have bourbon or beer,” Martinez said.

“And I'm a big bourbon-whiskey guy. And I was like, 'Well, what if we had an organization that focused on helping veterans and used bourbon to facilitate that and use that as a catalyst?'

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At the time, it sounded like “a crazy idea that would never work,” Martinez recalled.

“I passed it on to a few friends, maybe I have crazy friends, but they liked the idea and encouraged me to move forward,” he said. “And here we are a few months later, growing slowly but steadily.”

“Here we are a few months later, growing slowly but steadily.”

The organization was created by Martinez, who works for the US Department of Defense, and eight other volunteers: two active duty members and six military veterans.

“Raising a glass to a cause” is the motto of the Whiskey Valor Foundation, written on its social media handles, which Martinez says has started to grow with “400 strong” on Instagram and more than 200 followers on LinkedIn.

The Whiskey Valor Foundation was founded in 2024. (iStock; Whiskey Valor Foundation)

The Whiskey Valor Foundation “uses barrel selection to raise awareness and funds for individual groups,” Martinez said.

Its first barrel selection is scheduled for January in partnership with Texas A&M University's VET+MAP (Veteran Talent Assessment + Associated Assistance Program), Martinez said.

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“We will work with them to highlight their message and the work they are doing,” said Martinez, who graduated from Texas A&M.

He said he hopes that “other people will come in and donate money to their cause. After that, we will do the same with other organizations.”

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Many other initiatives are on the Whiskey Valor Foundation's roadmap.

“Unfortunately, there is discrimination against veterans and alcohol, but we want to work to end that,” said Martinez.

That includes educating veterans about drinking responsibly, and “providing them with mental health services and safe drinking programs,” Martinez said.

The Whiskey Valor Foundation isn't just for veterans. Open to all active duty US military members, reservists and their families. (Stock)

“One of the plans we have is to work with a company that sells cars so that we can give veterans and their families rides for free when they go to drink alcohol,” he added.

The Whiskey Valor Foundation isn't just for veterans. Open to all active duty US military members, reservists and their families.

“If you've worked, we want to build a community with you and help you grow as an individual,” said Martinez. “And, again, we're using bourbon as a catalyst to help raise the money to do that.”

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Martinez's latest drink of choice is Blue Bolt 249, a single malt bourbon selected by Maldonado's Whiskey Business, a single malt distiller.

Martinez said owner and Army veteran Ivan Maldonado Jr. donated a bottle to the Whiskey Valor Foundation to help other veterans.

Blue Bolt 249 is an unproduced bottle of bourbon selected by Maldonado's Whiskey Business. (Luis Martinez Jr.)

Anyone interested in getting involved can help in a few different ways.

“Since we want to do good in our community, we need money to do that,” said Martinez, noting that donations can be made online.

Also, “you can donate bottles of bourbon and whiskey, and you get to find out how we use that,” Martinez said.

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“If you want us to use them at an auction to raise money, or if you just want veterans to be able to try a bourbon they've never had and it's hard to find, we can do that. like that.”

The organization's first in-person event will be on Thanksgiving.

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“I'm going to open up the area for veterans and active duty members who don't have a place to go for Thanksgiving,” Martinez said. “And we will invite them, so that they will have a place to stay so that they will not be alone, and they will eat home-cooked food.”

“Wherever veterans and their family members are, we want to be able to reach them and help them.”

Although the Whiskey Valor Foundation currently operates in the greater Washington, DC area, Martinez hopes to expand its reach.

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“Ultimately, the goal is to become a national organization and maybe, eventually, national or international,” Martinez said.

“Wherever veterans and their family members are, we want to be able to reach them and help them. And if they happen to like bourbon, even better.”