My entry today is one of a more personal nature and has less to do with industry practices and more to do with the importance of remembering, honoring, and taking time to thank our servicemen and women fighting overseas.

On December 9th, our company sponsored what I think was one of the most meaningful venues as any I’ve ever been a part of.  There are many worthwhile charities spanning throughout our great country, particularly during the holiday season when we are by and large feeling more charitable, but as an  incredibly passionate supporter of our nation’s servicemen and women, when our company proposed exchanging our traditional holiday party in favor of hosting a concert and luncheon for injured U.S. soldiers currently residing and rehabilitating at Walter Reed Memorial Hospital outside the nation’s capitol, there simply was no indecision on my or our team’s part to do so.

So working for a global company has its perks.  One of those is the relationships we forge through our brands with celebrities. Darryl Worley, a chart topping country musician who is revered in the US Armed Forces realm as a true activist for our troops, and whose lyrics literally speak to and for so many servicemen and women, agreed to hold a private concert hosted by DIAGEO and the USO. 

Last Sunday, an audience of largely war torn, physically struggling but ever so honorable young men and women intently sat, listened, and sang along as Darryl so willingly gave his time to entertain these heroes for the afternoon. Tears and gratitude for this day of enjoyment were spoken over and over again, but I can’t  help but wonder, do they have any idea that the sincere appreciation came from our ability to do it? The joy and gratitude we felt to have this honor and ability to express our thanks for their service is beyond description. Their lives are indeed forever changed by their service and sacrifices, and after spending time with them this brief afternoon, mine is too.