Raising the American Spirit

Inside BHAWK Distillery’s Mission of Gratitude

By Carin Hall  »  Photos by Colette Photo

Nestled along Yadkin Road in Southern Pines, BHAWK Distillery isn’t just a destination for whiskey lovers—it’s a living tribute to resilience, service, and gratitude. Founded by Brad and Jessica Halling, both retired from long careers in the U.S. Army, BHAWK (short for Brad Halling American Whiskey Ko.) represents a rare intersection of craftsmanship and purpose.

A Story Rooted in Service

The distillery’s name and emblem—a single eagle feather—carry deep meaning. “The feather represents the fallen,” Jessica explains. “It graces every bottle and shirt that comes out of our building and hangs above our bar.” The “K” in BHAWK honors the men Brad served with during the 1993 Battle of Mogadishu—an event immortalized in the movie “Black Hawk Down.”

Brad was aboard the helicopter Super 62 that day when it was hit by a rocket-propelled grenade. Though he lost his leg, his crew’s bravery saved his life. “My heart is filled with gratitude for the men who flew that day,” Brad has said. That emotion—gratitude—is now the distillery’s foundation.

Both Brad and Jess spent decades in service. He became the first above-the-knee amputee to remain on active duty until retirement, paving the way for other soldiers with disabilities. Jess, a retired Army Colonel and Judge Advocate, served in Iraq, Korea, and Turkey, advising senior commanders on national security law. Together, they share nearly five decades of military experience and a deep commitment to honoring those who serve.

A Match Made in Purpose

Their story began unexpectedly in 2008 on what Jess laughingly calls “early-generation Match.com.” They met for dinner when she was a major in the 82nd Airborne Division and Brad was working as an instructor at Fort Bragg.

“I knew by our third date,” Jess says, “that my life’s mission would be to amplify stories like Brad’s—stories of resilience, gratitude, and overcoming obstacles. I knew I wanted to be with him, and I knew I wanted to do service-driven work with him.”

That shared sense of purpose quickly became a defining thread in their partnership. Together, they poured their energy into charitable projects for veterans—helping create the 20th anniversary Battle of Mogadishu exhibit at the U.S. Army Airborne & Special Operations Museum (which won a “Best Small Exhibit” award from the Smithsonian) and curating a Napa Valley wine called Eagle Down, which raised nearly $200,000 for scholarships for military families.

“We realized we loved working together and that everything we did felt more meaningful when it was tied to gratitude,” Jess says.

From Napa to North Carolina

During a trip to California’s Napa Valley, the Hallings discovered another kind of calling. “We fell in love with the intersection of agriculture, manufacturing, and luxury food and drink,” Jess recalls. “And we also understood how whiskey has long been part of military tradition—used to celebrate, to honor, and to mourn. We wanted to combine those worlds.”

By 2019, they began turning that dream into a plan. “It was very important to us that BHAWK have a home place where people could visit,” she says. “A place that would honor veterans but be just as welcoming to anyone who loves America.”

Crafting Stories in Every Bottle

At BHAWK, every bottle tells a story. The Sergeant’s Valor line—a super-premium bourbon and rye series—pays tribute to acts of extraordinary service. Its Gratitude Batch One honors the crew of Super 62, the pilots and soldiers who saved Brad’s life. The story unfolds in the distillery’s Gratitude Room, a museum-like tasting space where visitors can learn about the heroes behind each batch.

The blending process itself is part science, part art. BHAWK’s bourbons and ryes are currently sourced from Bardstown Bourbon Company in Kentucky—barrels the Hallings began buying in 2020—then blended and proofed in-house. “Brad has a knack for blending that can’t be empirically tested,” Jess laughs. “It’s an art.”

Their Madam Colonel line reflects Jess’s own story of perseverance. The collection includes a clean, corn-based vodka, a citrus-forward gin, and the crowd favorite: Madam Colonel Pistachio Bourbon Cream, a finalist in the N.C. Chamber’s Coolest Things in NC competition. “It was supposed to be seasonal,” Jess says, “but people come in July and order it with their burgers.” Made with bourbon, a nut-free natural flavoring developed by Mother Murphy’s in Greensboro, and a touch of sweetness, the cream liqueur has become a signature indulgence—served over ice cream, in coffee, or baked into cheesecakes.

The Heart and Soul of the Distillery

The distillery campus, designed with hospitality architect Tag Galyean (whose résumé includes The Greenbrier and The Broadmoor), features a full restaurant, cocktail bar, cigar cabinet, and inviting patios. “Brad calls production the heart of the facility and the Gratitude Room its soul,” Jess says.

Visitors can tour Wednesday through Sunday, with live music on Thursdays and Sundays and monthly brunches that draw both locals and out-of-towners. “We’ve hosted tens of thousands of people in just 18 months,” she says, “but in many ways, we’re still undiscovered.”

Entrepreneurship hasn’t been easy. “There are only two emotions in entrepreneurship: euphoria and terror,” Jess says with a laugh, quoting Silicon Valley executive Ben Horowitz. “But every time someone walks in and shares their story, it reminds us we’re doing the right thing. We’ve built a place with purpose that brings people hope, civility, and joy.”

From Moore County to the Coast

BHAWK’s reach extends far beyond its Southern Pines home. Both Sergeant’s Valor and Madam Colonel spirits are available in ABC stores across Brunswick, New Hanover, Pender, and neighboring counties, where local bars and restaurants can also place orders. The team has even partnered with Camp Lejeune’s Tun Alley store and hosts tastings for service members there. 

“We’ve had people from Wilmington drive up for the day,” Jess says. “They take a tour, stay for lunch, have a cocktail, and head home. Others make a weekend of it—Southern Pines and Pinehurst are beautiful little towns.”

For those planning a holiday visit, BHAWK will offer extended hours from Dec. 21 through Jan. 4 and unveil its Christmas Blend on Thanksgiving evening—an annual limited release of about 1,000 bottles. A cask-strength Founders Blend will also debut this season, available exclusively on-site.

Raising a Glass to Gratitude

Whether you’re sipping pistachio bourbon cream by the fire or touring the Gratitude Room, BHAWK offers something far more lasting than a good drink—it offers perspective.

“From our very first dates,” Jess says, “I knew that what we would build together would be rooted in gratitude. The whiskey may have our name on it, but its message is about others.”

Visit  hallingwhiskey.com