The hope for the latest product from a North Texas craft brewery is that it’s better than good because it is for a good cause.
Proceeds from the sale of Good to Go Pale Ale, by Dallas’ Texas Ale Project, will go directly toward benefiting Honor Courage Commitment, a North Texas nonprofit that considers itself a veteran empowerment organization.
“The biggest message [for veterans] is what we say every day – live life on purpose,” said Urshel Metcalf, Director of Operations for Honor Courage Commitment. “We want to connect people with their purpose and with their passion.”
Metcalf said Honor Courage Commitment helps provide resources and guidance to veterans who want to start their own businesses, want to expand their current businesses or want to seek employment at veteran-owned businesses.
“[Veterans] are already prepared. They already have the leadership and the skills,” Metcalf said about men and women from the Armed Forces who are transitioning into civilian life. “They just need a little bit of training, a little bit of mentorship to transition from a ‘mission accomplished’ mindset to a bottom line, profitability mindset.”
Honor Courage Commitment’s partnership with Texas Ale Project began, like a lot of relationships do, in a bar. An employee of Texas Ale Project was familiar with HCC’s mission and introduced it to his employer, Brent Thompson, a United States Navy veteran.
“It’s very personal for us,” said Kat Thompson, Owner and CEO of Texas Ale Project, who is married to Brent. “It was a natural fit. We want to support other veterans to become entrepreneurs to come back home and say, ‘I can do this. I can start my own business and help the economy here to grow just like I helped us in other countries when I was deployed.”
Good to Go is sold in a digital camouflage can and is found in major North Texas grocery chains like Kroger, Whole Foods and beer and liquor distributors like Spec’s and Goody Goody.