1103: Sam Lerman
“SPYRT WORLDWIDE”
What compels an American combat veteran to risk everything and smuggle suitcases of wine and vodka out of a war zone?
In this eye-opening episode of Thrive Loud with Lou Diamond, Lou sits down with Sam Lerman, founder of Spirit Worldwide—a venture that’s bringing the finest Ukrainian wine and vodka to the United States while fueling life-saving humanitarian efforts back in Ukraine. Sam’s journey began not as a business strategy, but as a deployment: a seasoned military and defense industry expert, Sam entered Ukraine at the height of the Russian invasion to help equip and train the Ukrainian armed forces. But what started as a few weeks in a war-torn safe house soon turned into a life-changing mission, blending Sam’s love of Ukraine’s people, culture—and surprisingly world-class spirits—with a new entrepreneurial purpose.
Key highlights from this episode:
Sam’s powerful origin story: from U.S. Army service to front-line procurement and advisory roles during the Ukraine invasion
The clandestine (and sometimes comedic) adventures of smuggling Ukrainian wine and vodka for friends and family
Why few Americans have ever tasted high-end Ukrainian spirits—and how Soviet history and geopolitics played a role
The birth of Spirit Worldwide and its unique business model: every bottle supports landmine removal and humanitarian work in Ukraine, with 15% of profits pledged to life-saving initiatives
Ukraine’s global wine history, cultural flavor, and the astonishing international success of their vodkas (including double gold awards at U.S. competitions)
The real energy, resilience, and daily life inside Ukraine from someone who’s lived through the war up close
Entrepreneurial lessons: navigating the U.S. alcohol industry from scratch, managing regulatory chaos, and building a brand that creates both impact and awareness
Action steps for listeners and viewers:
Support with your purchases: Consider seeking out Spirit Worldwide products in your area or online. Every bottle helps fund meaningful humanitarian impact in Ukraine.
Challenge your assumptions: Next time you’re shopping for wine or spirits, look beyond traditional regions and discover Ukrainian excellence—supporting both quality and a cause.
Spread awareness: Share Sam’s story and the Spirit Worldwide mission on social media. You’ll not only expand your friends’ taste horizons but also help highlight Ukraine’s cultural resilience.
Get involved: Looking for ways to make a difference? Learn about vetted organizations (like Invictus Global Response) channeling direct aid and support to those in need.
Embrace entrepreneurial adversity: Take a note from Sam—don’t shy away from industries, roles, or missions just because they seem overwhelming. Passion + purpose beats experience alone.
This episode is not just about spirits—it’s about true spirit in the face of adversity, and how a love for culture and people can fuel world-changing business. Don’t miss this remarkable journey from combat boots to premium bottles, and learn how you can be a part of something bigger—one glass at a time.
Listen, share, and discover more at Spirit Worldwide and @Thriveloud on all platforms!
TIMESTAMPED OVERVIEW
00:00 From Military to Defense Industry
04:20 Living in Ukrainian Safe House
09:49 Bringing Ukrainian Alcohol to USA
11:10 Wine, Vodka, and Landmine Removal
17:30 Balancing Philanthropy and Entrepreneurship
18:27 Navigating Alcohol Industry Challenges
24:21 The War's Sobering Impact
26:19 New Brand Ambassador and Expansion
30:54 "Sam Lerman's Ukrainian Influence"
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