The History of Alcohol in the Military: What Memorial Day Means for the Industry

Memorial Day is a time of remembrance every year. It is a day to honor the brave women and men who selflessly gave their lives in service to the United States. While many Americans choose to mark the holiday with barbecues, parades, and a cold drink in hand, it’s just as important, if not more, to reflect on the deeper historical ties between alcohol’s role in our military and how this legacy still impacts the hospitality industry today. Being a company partnered with Central Coast RBS, which is Veteran Family Owned and Operated, we find it crucial to shed light on this important day of the year. 

🎖️The Deep-Rooted Relationship Between Alcohol and the Armed Forces

Alcohol has long been a part of military life. From naval rations to post-war toasts, the relationship between service and spirits is full of centuries of tradition, camaraderie, and sometimes controversy.

Colonial Days Through the Civil War

In early American history, rum was the staple alcohol in military rations. It was often considered safer than drinking water and was also used to boost morale. During the Civil War, both the Union and Confederate sides consumed alcohol regularly which was sometimes issued directly by commanding officers. 

Fun Fact: The term “proof” originated in 16th century England. English authorities would soak gunpowder in liquor to determine the tax rate or “proof” of the liquor … but that’s a story for another day.

World Wars and Prohibition

Despite Prohibition from 1920 to 1933 issuing a national ban on alcohol in the United States, alcohol did not disappear from military life. Soldiers that were stationed abroad oftentimes had access to local brews or smuggled bootleg spirits. During World War II, alcohol was a large tool for morale. Beer rations were reinstated and American breweries sent products overseas to support their troops.

Today

In today’s modern times, alcohol is no longer officially issued in most active-duty environments. However, it still remains a major part of off-duty culture in the military and veteran communities. It’s important to also note and be aware that the military has also faced growing concerns of substance misuse, prompting new awareness campaigns and policies surrounding responsible consumption of alcohol. Alcohol alternatives can still be a great way to embrace the culture and experience without having to consume alcohol. 

🇺🇸Memorial Day: More Than a Long Weekend

For many, Memorial Day is the marker for the unofficial start of summer. But for veterans, active service members, and military families, it can be a solemn day filled with reflection. As your establishment prepares for busy Memorial Day crowds, it’s worth considering how you can honor the spirit of this holiday with greater thought and intention.

What This Means for the Hospitality Industry:

In more social spaces, hospitality professionals play a unique role in shaping how holidays are experienced. Here’s how the industry can respectfully and responsibly serve their guests this Memorial Day:

1. Acknowledge the Meaning of the Holiday:

Include recognition on your social media posts, newsletters or even on your menus. A simple note like, “In memory of those who served,” can go a long way and mean a lot to your guests. You can also hold a toast or moment of silence during peak hours on Memorial Day.

2. Offer Specials for Veterans with a Purpose

Consider providing various discounts for veterans and active-duty personnel. Make sure that this is not done as a marketing tactic, but as a genuine gesture of appreciation for their service. You can also donate a portion of Memorial Day weekend proceeds to local veteran organizations.

3. Train Staff for Sensitivity 

Make sure your team knows the difference between Memorial Day and Veterans Day as well as the significance of this day of remembrance. Be mindful of guests who may be grieving, commemorating lost comrades, or struggling with substance recovery. 

🥂A Toast to Respect and Remembrance

This Memorial Day, it’s important to remember that alcohol has always been woven into the story of military service from the battlefields to the homecomings. The hospitality has an opportunity and responsibility to honor the legacies left behind with sensitivity, respect, and care as they gear up for one of the busiest weekends of the year. This year, let’s serve not just drinks, but also gratitude.