We caught up with the brilliant and insightful Eric Ranks a few weeks ago and have shared our conversation below.
Eric, looking forward to hearing all of your stories today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
As I embarked on a quest to make a difference and support the veterans I deeply cared for, little did I know that this journey would lead to the birth of 22 Salute—a brand that would capture the hearts of many and become a symbol of hope and resilience. Let me take you through the exhilarating story of how we turned a simple idea into a thriving social enterprise.
It all began in 2012 when I founded The Veterans Connection™ , a nonprofit organization dedicated to assisting veterans and first responders with mental health support and suicide prevention resources. However, I soon realized that we needed a sustainable source of funding to truly make a lasting impact. Determined to find a solution, I delved into the world of social entrepreneurship, searching for a business idea that would not only generate funds but also embody the spirit and values of the veterans we aimed to support.
Through conversations with my fellow veteran friends in an entrepreneur mastermind group, a spark of inspiration ignited within me. We collectively envisioned a spirits and coffee brand that would not only showcase products made by veterans but also channel a percentage of our proceeds back into The Veterans Connection™ . The concept took hold, and 22 Salute was born—an embodiment of gratitude and a salute to the brave men and women who had served our nation.
Turning this vision into reality required a dedicated team, and I reached out to two close friends who shared my passion for making a difference. With our extensive experience in the digital advertising industry, I knew we possessed the perfect blend of skills needed to launch a successful brand. Together, we embarked on an extraordinary journey, ready to face every challenge that came our way.
Our first hurdle came in the form of finding a business model that would allow us to sell our products while upholding our mission. We were fortunate to secure an agreement with Kroger stores in Nevada, even before our products were ready for production. The impact and purpose behind our brand struck a chord, giving us the opportunity to launch in a major retail chain. It was a thrilling moment, but it came with its own set of challenges.
Initially, we had planned to collaborate with a veteran distillery to bring our vision to life. However, their production costs didn’t align with our retail margins. Undeterred, we scoured the country for veteran-owned distilleries and struck gold when we connected with Dragon Distillery in Maryland. Their willingness to work with us and their shared passion for our cause gave us renewed hope. United by a common purpose, we set out to create exceptional spirits that would not only tantalize taste buds but also carry the spirit of resilience and honor.
As we pushed forward, fate threw another obstacle in our path—finding a reliable bottle manufacturer during the pandemic. Shipping and supply chain disruptions created unforeseen challenges. After months of searching, we finally found a manufacturer capable of screen-printing our bottles. However, ensuring the perfect match between our label colors and their technology required meticulous effort. With a looming deadline to fulfill our commitment to Kroger, we decided to order non-screen-printed bottles for the time being, adding a touch of exclusivity by numbering the first 2,000 as a limited-edition batch.
Our journey continued, and we faced yet another hurdle—building a website. The pace of our progress surpassed our expectations, and we needed an online presence before a major Smith’s golf tournament we sponsored. With the assistance of a company called Wovato, whose executives I personally knew, we miraculously built our website in just three days. It was a testament to the unwavering dedication of our team and our network of supporters.
Finally, the long-awaited Labor Day Weekend of 2022 arrived—the day of our official launch. Although we had initially planned for a five-store launch, destiny had other plans and we were only able to have our inventory delivered to two of the five stores. However, within the first three hours of selling 22 Salute vodka, our products sold out every day even when the stores doubled their inventory each day. This completed surpassed all expectations. The demand was overwhelming, leading to our expansion into 18 Smith’s stores across Las Vegas in just two weeks. It was a remarkable achievement that garnered widespread attention and astonishment from industry veterans.
The road ahead was not without its share of challenges. Ensuring a balance between sales volume and the time required to ship supplies from overseas became a constant battle due to ongoing supply chain issues. Yet, through countless late-night conversations with our manufacturer, we miraculously managed to secure a shipment of 11,000 new bottles to our distillery in Maryland. With 3,000 of those bottles filled and ready for distribution, we ensured our distributor never went without their 22 Salute vodka product.
Over the past eight months, our brand has soared to new heights. From expanding to over 80 points of distribution in Nevada, including grocery stores, liquor stores, bars, restaurants, and casinos, to our recent launch in Utah and ongoing expansion plans in Texas, the response has been nothing short of remarkable. Our success extends beyond sales, as we proudly hold five major spirits competition victories, including Gold and the esteemed Double Gold award, all within our first seven months.
As we look ahead, the future shines brightly for 22 Salute. We are in talks with multiple retailers across the United States and are determined to bring our message of gratitude and support to every corner of the nation. Together, we will continue to honor our veterans and first responders and build a legacy that celebrates their sacrifice while uplifting their lives.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Growing up as a military dependent, I witnessed the impact of my father’s work as a Clinical and Neuropsychologist in the Air Force, specifically in veterans’ mental health. These experiences significantly influenced my career path.
Throughout my life, I encountered various health challenges, including leukemia at a young age and later struggling with depression and thoughts of suicide. During a difficult period, a supportive boss and friend played a pivotal role in helping me navigate my mental health journey.
These personal experiences underscored the importance of reaching out and supporting others during their struggles. They ignited my passion for health and nutrition, which continued to grow over time. Witnessing the struggles faced by veterans with PTSD and other mental health issues further solidified my belief in the necessity of providing greater support for our veteran community.
In 2012, I made the decision to leave the corporate world and establish a nonprofit organization called The Veterans Connection™ . Initially focused on helping veterans access their entitled benefits, I was disheartened by the complexities of the process, often leading veterans to give up before receiving the support they deserved.
In 2015, I faced a life-threatening condition that resulted in an autoimmune disease diagnosis. Determined to manage my health, I discovered the transformative power of the Ketogenic diet. Inspired by my own journey, I created a Ketogenic Facebook group and collaborated with leaders in the health and fitness community to share knowledge and help others achieve optimal well-being.
Becoming a Certified Health Coach and Certified Ketogenic Coach, I dedicated myself to staying up to date with the latest research and teaching others how to improve their overall health. The sudden loss of my father in 2019 had a profound impact on me, and I encountered further challenges with my health. These experiences, coupled with the COVID-19 pandemic, heightened my awareness of the rising suicide rates among veterans and first responders.
In response, I refocused The Veterans Connection™ on veteran and first responder mental health and suicide prevention. I also co-founded 22 Salute Spirits & Coffee in 2021, a social enterprise dedicated to supporting veterans and first responders. Our products, including South Texas Mesquite Smoked Coffee and Veteran-made Spirits, symbolize our commitment to quality and giving back.
Through partnerships with retailers like Smith’s Food & Drug, we have made our products more accessible to the public. By raising awareness and contributing a portion of our profits to mental health and suicide prevention programs, we aim to make a positive impact on the lives of veterans and first responders.
In summary, my upbringing, personal experiences, and dedication to improving the well-being of veterans and first responders have shaped my career journey. The work I do through The Veterans Connection™ and 22 Salute™ Spirits & Coffee is driven by a deep passion to support those who have served our nation selflessly
Can you share one of your favorite marketing or sales stories?
Throughout my career in sales and leadership, I’ve always believed in the power of storytelling as a way to connect with people on a deeper level. Instead of simply selling a product, I’ve encouraged my team to share stories that resonate with others. Little did I know that this philosophy would become the driving force behind 22 Salute—a brand that would ignite a powerful movement, even against initial doubts.
When I presented the idea of 22 Salute to my cofounders and a key board member, some expressed concern about combining alcohol with mental health support. It was a valid concern, but I knew deep down that there was an untapped potential in uniting these two seemingly disparate realms. And so, Labor Day Weekend 2022 marked the launch of 22 Salute vodka in Nevada—an experience that would forever change my perspective on the impact of storytelling within a brand.
During that momentous weekend, we eagerly immersed ourselves in the stores, personally demonstrating our product and sharing the heartfelt story behind 22 Salute. It was a story rooted in our unwavering commitment to mental health and suicide prevention for veterans and first responders. What transpired surpassed anything I could have imagined. Customers, as they listened to our story, opened their hearts and shared their own deeply personal experiences with mental health challenges and the devastating impact of suicide. Emotions ran high, and tears were shed as they found solace in our shared journey.
To my astonishment, even those who did not consume alcohol felt compelled to support our cause. They purchased our product as a tribute to a loved one who had served in the military or as a first responder, honoring their sacrifices. Witnessing this profound connection between our brand’s story and people’s lives left me in a state of awe and gratitude.
I realized that our brand had become more than just a beverage; it had become a vessel for healing, understanding, and support. Walking through those grocery store aisles, I witnessed individuals enter with a simple intention to buy groceries and leave transformed—moved by our story, filled with gratitude, and inspired to make a difference. It was a humbling experience that solidified the importance of creating an impact-focused brand with a relatable narrative—one that stirs emotions, fuels compassion, and compels people to rally behind a cause.
I left that weekend with an unwavering conviction. The risk I took in combining spirits with mental health support was indeed the right choice. By boldly intertwining these two realms, we had built a bridge between the consumer’s desire for a quality product and their innate yearning to make a positive impact in the world. It was a testament to the transformative power of a brand’s story, which can touch hearts, transcend boundaries, and inspire actions that create lasting change.
As I reflect on the incredible journey of 22 Salute, I am reminded of the immense influence we possess as storytellers and entrepreneurs. Our narratives have the potential to reshape lives, foster compassion, and bring hope to those who need it most. May we continue to harness this power, standing as beacons of purpose-driven brands that empower, uplift, and leave an indelible mark on the world.
Can you tell us about a time you’ve had to pivot?
In 2012, my journey to support veterans began with the founding of The Veterans Connection™ —a nonprofit organization dedicated to helping veterans navigate the complex world of receiving their entitled benefits. It was disheartening to witness deserving veterans giving up due to the overwhelming red tape they encountered. However, the first 8-9 years for the nonprofit were fraught with challenges, as the ups and downs of the economy and limited resources made consistent fundraising a struggle. Nonetheless, I remained determined, often self-funding the impact we made.
Then, the pandemic of 2020 and 2021 brought forth a sobering realization—the alarming rise in suicide rates among veterans and first responders. It was a wake-up call that demanded immediate action. As the Executive Director, I called a meeting with our board and proposed a pivotal shift in our efforts towards mental health support and suicide prevention. The urgency of the situation drove me to seize every online opportunity to raise awareness, engaging industry thought leaders, healthcare practitioners, and the veteran community in critical conversations.
During this transformative period, a unique opportunity presented itself. Musicians, starved for platforms to share their music during the temporary closure of traditional venues, became our allies. I organized a fundraising event, uniting 25 musicians and a veteran comedian, dedicated to raising funds for our veteran and first responder suicide prevention initiative. This collaboration marked a turning point, igniting hope and resilience within our community.
In the following 18 months, we charted a clear roadmap—a holistic four-phase approach to veteran mental health. Simultaneously, we embarked on a pilot program, focusing on the profound impact of service dogs in veterans’ lives. Through rigorous testing and firsthand experiences, we proved the effectiveness, scalability, and cost-efficiency of our service dog initiative. Our goal now is to place 50 service dogs within the next 12 months, knowing that this program has the potential to transform lives on a meaningful scale.
This significant pivot in our nonprofit’s focus served as the catalyst for the creation of 22 Salute Spirits and Coffee. Without the reinvigorated dedication to mental health support and suicide prevention within The Veterans Connection™ , I may not have felt the deep connection to the veteran community that ultimately fueled this new venture. It is through this refocus that I believe we will fulfill the impactful vision I’ve always held for the veterans and first responders we aim to serve.
As I reflect on this extraordinary journey, I am reminded of the power of adaptability—the ability to recognize when a new direction is necessary and to act swiftly upon it. The lessons learned during these times of challenge and transformation have not only reshaped our organization but also opened doors to unforeseen opportunities. The fusion of 22 Salute’s spirits and coffee with our unwavering commitment to mental health is a testament to the resilience of the human spirit, showcasing the indomitable will to make a lasting difference.
With each step forward, we reaffirm our dedication to creating an impact that transcends borders, breaks stigmas, and offers a glimmer of hope to those who need it most. Together, let us raise our glasses in salute—to a future where mental health support and a sense of belonging become a resounding anthem, echoing through the lives of veterans, first responders, and beyond.
Contact Info:
- Website: www.ericranks.com
- Instagram: https://www.instagram.com/eranks/
- Facebook: https://www.facebook.com/eranks
- Linkedin: https://www.linkedin.com/in/ericranks/
- Twitter: https://twitter.com/ericranks
- Youtube: https://www.youtube.com/channel/UCnK9FG0_cNQVYuEkswUgeRg
- Other: Tik Tok- https://vm.tiktok.com/ZMeuxywfQ/ Pinterest- https://www.pinterest.com/ericranks Clubhouse- https://www.joinclubhouse.com/@ericranks
Image Credits
Photographer- Scott from The Photo Box Graphic Designer – Maureen Ranks