Why Vodka?

There are certain things folks will inevitably buy: water, wheat, oil, cattle, cotton, coffee, lumber, etc. There is an extraordinary amount of money spent on these commodities, and organizations have started to recognize that money can be used for good. Tom’s with cotton and later coffee. Paul Newman with salad dressing and a host of other foods, and Ben & Jerry’s with ice cream.

Vodka is not the obvious choice when considering a product to give back. It is a vice after all. Vodka is associated with fun and an extravagant lifestyle. Current marketing for vodka companies is more about separating yourself from the crowd than helping others. Aligning the joys of drinking and letting loose with the struggles of the real world is a challenge.

Nonetheless, a shit ton of people drink vodka. Over 60% of Americans drink vodka. Its wide consumption means there is great opportunity to help others. Dregs want to capitalize on vodka’s mass appeal as well as fill a hole in the vodka market. There is no other vodka company willing to give away all its proceeds to help others. We can be that company.

The other challenge is who we are looking to help. Dregs is committed to helping folks from low income backgrounds gain opportunities in education and access. Unfortunately, society often correlates low income with struggles with alcohol. “It is inappropriate” some may claim.

We disagree. Growing up in a low income family is much more highly correlated with systemic issues than alcohol. Vodka is not the problem, but it can be the solution.