Blog by Tracy Stock, CSP

There’s something universally cherished about raising a glass to celebrate, reflect, or simply unwind. From quiet nights with a cup of warm tea to gatherings where glasses clink in a shared moment of joy, sipping to remember is more than just a phrase – it’s a ritual, a practice steeped in history, culture, and personal significance.

This past Monday was, of course, Veteran’s Day—a national holiday observed to recognize the sacrifices and service of millions who have worn the military uniform, many of whom faced grave dangers and challenges while protecting our nation. During a morning news program, a compelling and touching story of Four Branches Bourbon kept me fully engaged. The founders are four veterans who share a deep appreciation for bourbon and an unbreakable bond forged in service. They believe in the power of gathering together, sharing stories, and raising a glass to honor the sacrifices of their brothers and sisters in arms and those who have supported them. Now, is likely a fair time to mention that I’m not even a bourbon connoisseur; yet, the story touched me in a unique way and I felt obliged to share it.

One of the most important points I heard one of the four founders say was, “Don’t drink to forget. Sip to remember.” What I interpreted from their message and applied to my life, was rather than drinking to cope with stress, problems or trauma, we should instead focus on acknowledging, remembering or celebrating our stories [with a commemorative toast] in a way that creates a special memory. Sipping to remember isn’t just about the drink itself; it’s about intention. Choosing to be present in the moment as you hear an inspiring or heartfelt story, engaging all of your senses, and then honoring the sacrifice, hardship, triumph or significance. I have found that one of the best ways to honor someone in moments like these is to simply, listen. Listen with your whole heart; listen with the intent of understanding, not responding.

With more holidays quickly approaching, there will likely be many more opportune times to pause, reflect and share a story with friends, colleagues and loved ones. And not every toast or sip that becomes a memorable moment needs to be because of a grand story. Some of the most touching memories come from a shared, intimate moment. Whether it’s over a mug of rich hot cocoa, a smooth and creamy cup of decadent coffee, a light-bodied mouthwatering glass of wine, or a sip of award-winning crafted 4-grain bourbon—that is smooth upfront with a little bit of a bite on the back to give you that “Kentucky Kiss”—remember to pause and be present. Listen intentionally, let the flavors and feelings soak in, and cherish that very instant—as that story will likely fuel a magical and memorable moment.    

In honor of Veteran’s Day, (if you haven’t already done this) reach out to someone this week who served in the shadows so bravely. Thank them for their service and remind them of how great America is because of the extraordinary commitment they made. I heard my Dad smile proudly as he said, “You’re welcome.”

Cheers to the moments that matter. Sip slowly to remember.