Heaven’s Door Serves Artists with #ServeSomebody Program

Aug. 15, 2019

Heaven’s Door Serves Artists with #ServeSomebody Program


Combining great bourbon with an opportunity to help musicians pay for healthcare is an idea that will appeal to just about everyone, whether you’re the heavyweight champion of the world or a socialite with a long string of pearls. That’s the idea behind the upcoming #ServeSomebody initiative, spearheaded by Heaven’s Door and its celebrity co-creator, Bob Dylan.

Starting in September, Heaven’s Door is creating an opportunity for businesses and consumers to help provide healthcare to independent musicians simply by purchasing Heaven’s Door and tagging the exchange with #ServeSomebody on social media.


Donations amplify healthcare resources

Gotta Serve Somebody
Singer, songwriter, and Nobel laureate Bob Dylan is one of the driving forces behind Heaven’s Door Bourbon (named for Dylan’s classic song, “Knockin’ on Heaven’s Door”) and his passion for music is one of the inspirations for the #ServeSomebody program (which is itself named for his song, “Gotta Serve Somebody”).

At Heaven’s Door, we believe passionately in the pursuit of artistic expression and it’s our pleasure to be able to support artists and their families in this impactful way.
- Marc Bushala, CEO of Heaven’s Door Spirits

In partnership with the Music Health Alliance, a national non-profit that provides free health care resources for members of the music industry across the country, Heaven’s Door is creating a way for consumers and businesses to have a real, lasting, and positive impact on the lives of musicians. For the month of September, Heaven’s Door will make a donation to Music Health Alliance for each bottle of Heaven’s Door sold and each cocktail made with Heaven’s Door. For each bottle sold, Heaven’s Door will donate $3 to support Music Health Alliance’s mission. For each cocktail sold, they will donate $1. All donations will go directly to Music Health Alliance, who distributes 86% of every dollar collected through their free programs and services for music professionals.


“Heaven’s Door is proud to support Music Health Alliance in providing essential resources to an industry that we consider to be family,” said Marc Bushala, CEO of Heaven’s Door Spirits. “At Heaven’s Door, we believe passionately in the pursuit of artistic expression and it’s our pleasure to be able to support artists and their families in this impactful way.”


Healthcare needs stats 

“Might like to drink whiskey…”
This initiative is already set up for success. Consumers have discovered Heaven’s Door, and sales nationwide are blowing up. In markets where Heaven’s Door is sold by Breakthru Beverage, sales for Heaven’s Door’s signature expression, Straight Bourbon Whiskey, have blown up by 948% in the most recent quarter (versus the previous 13 weeks).

Heaven’s Door is still a relatively new bourbon on the market, but it benefits from strong word-of-mouth promotion among consumers as well as the positive reputation of its high-profile co-creator, Dylan. Heaven’s Door is capitalizing on its positive buzz through a major national ad-spend and in-store consumer engagement materials for both on and off premise locations for this campaign, driving awareness and attention to the hashtag and how it works.

Breakthru Beverage Group is proud to be a part of this positive program, and we are thrilled to help support Heaven’s Door in their efforts. Tell your customers about how they can help out and talk to your Breakthru Sales Consultant about adding more Heaven’s Door to your order.



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