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

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"