Some brands are built around a product. 3rd Deck Brewing Company is built around a promise.
FoodMix Marketing Communications has been honored to partner with 3rd Deck Brewing, a veteran-owned beer company with an ambitious mission: to become one of the largest charitable donors supporting Gold Star families and veterans in need across America. A portion of every 3rd Deck purchase supports veteran-focused charities selected by the families of the veterans the brand honors.
And those veterans aren’t simply part of the story. They are on every can.
Each of 3rd Deck’s beers honors a fallen service member: Clay, a wheat ale; Spitzer, a citrus ale; and Kobet, an IPA. When 3rd Deck founder Gabe Krengel and Joey Alfieri challenged FoodMix to rethink the brand’s social presence, we knew the opportunity was bigger than creating better beer content.
We needed to help 3rd Deck tell the stories behind the beer.
Our goal was to create a social platform that could authentically connect with the veteran community while bringing more people into the mission. Rather than focusing solely on loss, we wanted to tell a broader story about brotherhood, connection, remembrance and the moments that make life worth celebrating.
That thinking led to two complementary social concepts: Better Days and Twenty-Two Many.
Better Days celebrates the moments worth raising a glass to.
The laughs that linger. The people who show up. The ordinary nights that become the stories we tell later.
3rd Deck belongs in those moments, not as the center of them, but as a reminder to appreciate the people beside us and the life happening right now.
The message is simple: Here’s to today. And to better days ahead.
Twenty-Two Many
If Better Days celebrates the moments we have, Twenty-Two Many reminds us why we can’t take them for granted. Built around the 22nd of each month, the campaign creates a recurring moment for 3rd Deck to turn down the noise and bring attention to veteran suicide and mental health. Through 22 seconds of silence, each post creates space to remember those we’ve lost, stand beside veterans who may be struggling and keep an important conversation moving forward. Because even one veteran lost to suicide is one too many.
Drink with Purpose. Share Their Story.
You don’t have to brew the beer to be part of the mission. Follow 3rd Deck. Share their posts. Tell someone the story behind the can. Ask for 3rd Deck at your local bar, restaurant or retailer. Every new person who discovers the brand gives these stories a little more reach and its mission a little more momentum. Raise a glass. Raise awareness. Help 3rd Deck make a difference for the veteran community.
At FoodMix, building Brand Love isn’t always about making people fall in love with a product. Sometimes it means helping people understand the purpose, people and stories behind it.
We’re proud to help 3rd Deck Brewing raise a glass to those stories and make sure they continue to be told.
