THE WHY BEHIND FRONTLINE
Having enjoyed his career in the military, founder Chris was discharged from service in 2010 with an injury that prevented him from pursuing his chosen career.
Shortly before his discharge date, his property was severely flooded, leaving him homeless and in need of the help and support from the military charities.
Inspired by the work of these military charities and thankful for the support he received, Chris was determined to find a way in which to give back to the charities but also to find a way to keep these charities in the public eye while simultaneously creating employment and work placement opportunities for veterans.
HEROES PAINTING
The painting above, created by world-renowned artist and military veteran David Shepherd CBE FRSA, is titled Heroes. It commemorates Operation Taber and the deployment of members of the Special Air Service and Military Police to Afghanistan’s Helmand Province in 2008, as part of an Afghan National Police training programme.
Chris-who served during Operation Taber-was presented with a limited-edition print of Heroes in 2010. So, when he later founded a drinks company dedicated to supporting the armed forces community, naming the flagship product Heroes Vodka felt especially fitting. The multi-award-winning spirit quickly became recognised for its quality and authenticity, earning the loyalty of vodka connoisseurs and the UK Forces family alike.
FROM HEROES VODKA TO FRONTLINE SPIRITS
As the company expanded its ambitions, it became clear that its mission had outgrown a single product. To build a broader platform for supporting veterans and community causes, Chris evolved the brand from Heroes
Vodka into Frontline Spirits. This new identity represents not just one award-winning spirit, but an expanding portfolio of exceptional, veteran-crafted drinks, each created with the same dedication, integrity, and commitment to giving back.
Today, Frontline Spirits continues the legacy that began with Heroes Vodka: honouring service, supporting those who have served,
and maintaining a daily pursuit of excellence in everything we do. As we grow, our aim remains steadfast, to broaden our range, empower more veterans through employment and opportunity, and champion worthy causes across our communities and the frontlines.
OUR MISSION
We are proud to pledge a guaranteed percentage of our profits to UK Armed Forces causes and independent lifeboat houses across the nation. Our commitment goes beyond financial donations; we have a proven history of reinvesting in business
development to create meaningful careers and work placements for service-injured veterans. While these specific programs are currently on hiatus, we remain dedicated to resuming them in the near future.
Our Impact to Date:
- £50,000+ donated to our chosen charities.
- £87,000+ invested in veteran
employment and placement programs. - 240+ charity events supported, generating an additional £21,000 in funds.
Contact us
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