
Why don’t wineries celebrate Veterans Day? I’ll admit, a blanket statement like that is a gross generalization, and won’t be true across the board. Even still, from my rather extensive experience working in and around wineries, it’s rare find one that consistently does more than the generic “thank you for your service” customer facing marketing.
Now, before I dive too deep and in full transparency, this is a topic where I hold a bias. Prior to starting my journey into the magical world of wine, I spent nearly 10 years in the US Air Force as an Air Traffic Controller. During that time, I completed 4 deployed rotations overseas; the final of which I was tasked with managing the busiest airspace on the planet. The further removed I get from my final day in uniform, the more pride I develop when looking back at those accomplishments.

Ok, now that we’ve built a little context into this story, you can see why I was a bit unsettled to find out that Veterans Day was just treated as an unobserved bank holiday in the wine community. In fact, most of the winery employees I’ve spoken to that have made their way into the industry after concluding their service, don’t even get recognition with the day off.
It feels like a missed opportunity, especially when you consider the proximity of many major wine regions to significant military bases. For example, California, home to some of the most famous wine regions like Napa and Sonoma, also hosts multiple large military installations like Travis and Beale Air Force Bases less than 2 hours’ drive away. These bases are packed with service members, many of whom are young, looking for ways to relax during their time off. While wineries may not typically see themselves as catering to this demographic, the reality is that these individuals have disposable income. The military offers substantial benefits like housing, healthcare, and access to affordable services, which means a larger portion of their income can be spent on leisure activities, including wine tasting and purchasing bottles.
Beyond the financial aspect, military members are also incredible global brand ambassadors. They move frequently, often being stationed in different parts of the country or the world, and they form tight-knit communities wherever they go. If a winery builds a positive connection with a service member, they aren’t just creating a one-time customer; they’re fostering a long-term advocate who will take that positive experience with them as they move from place to place. They’ll share that experience with others, whether they’re stationed in the U.S., Europe, Africa, South America, or Asia, spreading the word about the brand in ways that traditional marketing could never achieve.
Another factor to consider is the strong sense of loyalty that military personnel often exhibit. When a company or brand shows genuine appreciation for their service, it’s not easily forgotten. Wineries that go beyond the standard marketing and offer something meaningful on Veterans Day — a special event, a discount, or even a portion of sales going to veteran-related charities — are likely to see a long-term return on that investment in the form of repeat business and word-of-mouth recommendations.
Additionally, celebrating Veterans Day offers wineries the chance to demonstrate corporate social responsibility, a factor that has become increasingly important to consumers. By recognizing Veterans Day and making it part of their annual calendar, wineries can show their commitment to values beyond the bottom line. It’s not just about saying “thank you”; it’s about creating a space where veterans feel valued, understood, and welcomed. And in return, wineries can tap into an often-overlooked segment of loyal and enthusiastic consumers.
In the end, celebrating Veterans Day both internally and externally in the wine community isn’t just the right thing to do — it’s a savvy business decision. It opens up doors to new customers, strengthens brand loyalty, and positions wineries as socially conscious businesses that care about the people who serve. In an industry often criticized for being slow to innovate and attract younger audiences, this is a no-brainer way to evolve and grow.
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