From Combat Veteran to Ukrainian Vodka Importer: A Mission-Driven Story
We’re breaking from our usual bourbon and whiskey focus for an episode you absolutely need to hear. Sam Lerman, co-founder of Spyrt Worldwide, shares one of the most compelling origin stories in the spirits industry - from Air Force security forces veteran to defense industry professional to volunteering in Ukraine during the 2022 invasion, and ultimately becoming an importer of Ukrainian vodka with a mission that extends far beyond the bottle.
Sam’s journey includes smuggling suitcases of vodka across European borders, discovering that Ukrainian horilka (vodka) is an art form with 700 years of history, and building a brand where 10% of proceeds fund landmine removal efforts in Ukraine through partnerships with organizations like The HALO Trust.
We explore the cultural significance of Ukrainian spirits, the difference between horilka and Russian vodka, what it was like to volunteer in a war zone, and how a chance encounter with a bottle of Hetman vodka changed everything. This conversation goes deep into entrepreneurship, mission-driven business, and supporting Ukraine through commerce and awareness.
Featured Brand: Spyrt Worldwide Products Discussed: Hetman Vodka, various Ukrainian wines and spirits Availability: DC, Maryland, Virginia ABC, Massachusetts, Rhode Island, Colorado, Arizona, Nevada, Washington, California, and online
Links:
Spyrt Worldwide: www.spyrtworldwide.com
Institute for the Study of War: www.understandingwar.org
The HALO Trust: www.halotrust.org
Ukrainian Toast: Budmo! (B-U-D-M-O)
