Le Portier Cognac and America’s Gold Star Families have announced a Memorial Day initiative dedicated to honoring military service, sacrifice, and the lasting legacy of America’s military families. From May 21 through July 6, Le Portier Cognac will contribute a portion of online bottle sales proceeds to America’s Gold Star Families. Consumers will also be able to support the organization directly through dedicated donation links shared across campaign materials and digital platforms.nAs part of the initiative, Shannon Sharpe will visit military installations including Nellis Air Force Base and Fort Benning to spend time with active-duty service members and military communities. The visits are set up as private appreciation events centered on connection, conversation, and respect for those who serve.

“I have tremendous respect for the men and women who serve our country,” Sharpe commented “These visits are about listening, showing appreciation, and honoring the commitment and sacrifice of military families.”

The broader initiative will support awareness of America’s Gold Star Families and elevate stories of service and remembrance during Memorial Day and beyond. Organizers emphasized that the effort was built from a personal commitment within the Le Portier team and is intended to be an ongoing effort rather than a one-time campaign.

“We are honored to partner with Le Portier Cognac,” Darin Funk, Executive Director of America’s Gold Star Families commented “Their commitment to community and remembrance makes them an ideal ally in our efforts to support and uplift Gold Star families nationwide.”

The collaboration will support awareness and outreach efforts for America’s Gold Star Families – those navigating the loss of a spouse, parent, child, or sibling in military service – while reinforcing opportunities for remembrance, connection, and healing. The initiative is intended to elevate understanding of their mission and highlight the experiences of families within this community.