Purpose Before Profit: Julia Pennington Of Hera The Dog Vodka On The Benefits Of Running A Purpose-Driven Business
An Interview With Chad Silverstein
If we’re asking people to support a mission-driven brand, then that mission has to be real from day one.
As a part of our series, we had the pleasure to interview Julia Pennington.
Julia Pennington is the founder of Hera The Dog Vodka, an award-winning, mission-driven spirits brand dedicated to supporting grassroots animal rescue organizations. Raised in Nashville, Tennessee by parents whose lives were rooted in service, Julia developed an instinct for helping animals from an early age, an instinct that never left her. Julia recognized the need for a sustainable funding model for the small, boots-on-the-ground organizations making the biggest difference. Drawing on her family’s legacy in distilling, she created Hera The Dog Vodka, launched in 2019. Hera The Dog Vodka is crafted from 100% organic, non-GMO Italian wheat, distilled seven times, and has earned a Double Gold at the 2024 SIP Awards and a Gold Medal at the Bartender Spirits Awards. To date, the brand has raised and donated over $70,000 to local rescue organizations across Southern California, Nevada, and Colorado, with a long-term commitment to donate 50% of profits.
Thank you so much for joining us in this interview series! Thank you so much for doing this with us! Our readers would love to get to know you a bit better.
Chad, thank you for this opportunity. I have spent some time reading more about your work and watching several of your online videos. Your journey, especially with (re)start, is inspiring. I look forward to exploring more. In the meantime, here are my responses to your very thoughtful questions.
Can you tell us your “Origin Story”? Can you tell us the story of how you grew up?
I grew up in Nashville, Tennessee, surrounded by lush, undeveloped land, and from as early as I can remember, I was bringing home lost or injured beings, from birds and stray pups to the smallest insects.
Looking back, my parents who devoted their lives to service, shaped that instinct. My mother volunteered as a nurse in the AIDS ward at Vanderbilt Hospital in the 1980s, when fear and misinformation kept many away, and my father, a surgeon, founded the first publicly funded, non-government-run hospitals in Nashville. Service wasn’t something they talked about. It was how they lived, and it created a home where my siblings and I grew up believing that each of us had the ability and responsibility to make a difference.
While in college at NYU, I initially set out to become an animal rights attorney. However, through a series of unexpected turns, my path shifted, and I spent the next two decades working as an actress. Even then, I never stepped away from animal rescue. In between shoots, and even sometimes in the middle of them, I found myself involved in animal rescue situations. The pull to be deeply involved in that world remained instinctive and impossible to ignore. So, when I eventually transitioned to entrepreneurship, it felt only natural to focus on helping animals in need.
Can you share the most interesting story that happened to you since you began leading Hera The Dog Vodka?
It’s hard to choose, as Hera has brought many unexpected, meaningful moments. One early moment that stands out is when we sponsored our first spay-and-neuter clinic. We partnered with the Animal Rescue Network in Los Angeles to sponsor the spaying, vaccinating, and microchipping of 37 cats. That morning, as I watched rescuers, veterinary teams, and volunteers arrive at 6 a.m. with traps and crates filled with cats and kittens, all working toward the same goal, there was a quiet yet powerful sense of collective relief knowing we were improving those animals’ lives and preventing the suffering of many more.
In that moment, I realized this works and can continue working. Each Hera The Dog cocktail poured or bottle sold could literally be traced to saving a life.
We often learn the most from our mistakes. Can you share one that you made that turned out to be one of the most valuable lessons you’ve learned?
This has been my first venture as an entrepreneur, and I came into it with no prior experience in the alcohol industry, so the learning curve has been steep! My answer to this question isn’t about one specific moment, but rather the collective experience of having made many mistakes.
What I’ve come to understand is that a single mistake is very unlikely to destroy your business, especially if you stay nimble and willing to adjust. In fact, some of my biggest missteps have led to some of the most important shifts and progress in the company, often pushing me in a new and better direction.
At least in my experience so far, mistakes themselves aren’t the real risk. Staying stuck in them is. If you can stay flexible, learn quickly, and keep moving forward, those moments can become some of your greatest advantages.
As a successful leader, it’s clear that you uphold strong core values. I’m curious what are the most important principles you firmly stand by and refuse to compromise on. Can you share a few of them and explain why they hold such significance for you in your work and life?
One of the principles I refuse to compromise on is transparency and authenticity. We will not cause-wash. Our mission is not a marketing angle or something we turn on when it’s convenient.
I’ve been surprised by how many people have suggested that, while our message of giving is important, we don’t need to make donations yet, since we’re still a young company. But for me, that completely misses the point. If we’re asking people to support a mission-driven brand, then that mission has to be real from day one.
Another principle I stand by is that impact has to be tangible. It’s not enough to say you’re giving back — you have to be able to show it. That’s why our model is built around supporting local rescues, so people can see exactly where their support is going and who it’s helping.
And equally important is that purpose can never come at the expense of quality. The product has to stand on its own, which is why Hera is made from 100% organic wheat, and that the level of care we put into our product is just as important to me as the mission behind it.
What inspired you to start a purpose-driven business rather than a traditional for-profit enterprise? Can you share a personal story or experience that led you to prioritize social impact in your business?
Growing up and even well into my 40s, I carried the belief that business, in general, was rooted in greed. I understand now that’s an oversimplification, but because of that perception, I avoided it.
Then, in a single moment, when I stumbled across an article about the rise of social benefit companies, everything shifted. Almost instantaneously, a door opened, not only in how I thought about business, but in what I believed was possible for my own life.
For the first time, I saw that business could be a vehicle for good. That it could create something sustainable, something that could consistently support the kind of work I had been doing in animal rescue for years.
That realization changed everything. It allowed me to connect my passion for helping animals with a model that could sustain and grow that impact over time.
Can you help articulate a few of the benefits of leading a purpose-driven business rather than a standard “plain vanilla” business?
Oh, community, community, community! It’s amazing how a shared mission can bring people together. I feel so blessed by how many incredible humans I’ve met through Hera because of our mission. Whether it’s a buyer calling me out of the blue wanting to find a way to help animals through their hotel or restaurant, or someone walking up during a tasting and sharing their own rescue story, there’s an immediate connection.
It reminds us that we can all be a part of something bigger, and that’s not something you can manufacture. It just happens when the purpose is real.
How has your company’s mission or purpose affected its overall success? Can you explain the methods or metrics you use to evaluate the impact of this purpose-driven strategy on your organization?
I love this question because I could talk all day about what our mission creates. It has shaped every part of how we grow. It’s not something that sits alongside the business; it’s what drives it. It shows up in ways I didn’t expect.
I’ve had buyers, restaurant owners, and even customers reach out not just because of the product, but because they want to be part of something that gives back. There’s something really powerful, magical even, about that kind of alignment because it doesn’t feel transactional the way a traditional business can. It feels shared.
When it comes to measuring impact, I don’t think about it in overly complicated terms. I look at what we’ve actually been able to do. Our goal has always been to donate 50% of our profits, and as we build toward profitability, we prioritize impact early by contributing from day one.
To date, we’ve raised and donated just over $70,000, which, especially for a small company, feels incredibly encouraging in terms of what’s possible. And every dollar goes back to the local communities where the product is sold. That’s incredibly important to me, that what we raise in a community goes back to support the rescues and animals in that same community.
Of course, we track traditional business metrics as well, but for me, success has always been tied to whether we are truly making a difference. If the mission isn’t moving forward, then neither are we.
Can you share a pivotal moment when you realized that leading your purpose-driven company was actually making a significant impact? Can you share a specific example or story that deeply resonated with you personally?
Since launching Hera, we’ve stepped in to help during several major disaster relief efforts, but the first time I really saw what we can accomplish through our Hera community was during the snowstorms in the Lake Arrowhead area.
Due to the massive amount of snow and ice, the only road up the mountain had been shut down by the CHP, cutting the residents off from all access to supplies. A bartender who lives there called me asking for urgent help, sharing that while World Central Kitchen had made it up to support people, there was no food for the animals, and supplies were running out quickly.
We turned to social media and put out an SOS. Within 48 hours, and I’m not exaggerating, we had rallied dozens of volunteers, support from fellow rescuers, over 16 tons of pet food, cars packed with supplies, and raised over $6,000 for the affected community. The Chamber of Commerce even worked with CHP to open access so our trucks could get through. And I have to give a huge shout-out to organizations like Spoofdawg to the Rescue and Present Moment Rescue, who showed up in a big way.
I still get chills thinking about it. That was one of the first moments I realized just how powerful the community around Hera can be when it comes together.
Have you ever faced a situation where your commitment to your purpose and creating a positive social impact clashed with the profitability in your business? Have you ever been challenged by anyone on your team or have to make a tough decision that had a significant impact on finances? If so, how did you address and reconcile this conflict?
This is a vulnerable question to answer, because the honest answer is yes, regularly. I never want that to discourage someone from starting or believing in a purpose-driven business, but it is a reality.
A lot of people don’t realize that, in the U.S., the traditional corporate structure imposes a fiduciary responsibility on leadership to prioritize financial returns to shareholders above all else. That’s how most companies are built and operated, and it can create a challenging environment for those of us who are committed to something beyond that singular financial goal.
One of the clearest examples for me was a conversation with a potential investor who questioned why we were donating at all at this early stage. From a purely financial perspective, their point made sense. But for me, it wasn’t something I could bend on.
That’s really been the throughline. There are always going to be moments when the mission and short-term profitability don’t perfectly align. But I’ve decided that the mission isn’t something we protect later; it’s something we build with from the beginning.
It doesn’t make things easier, but it makes them clear. And for me, that clarity is what allows us to keep moving forward.
What advice would you give to budding entrepreneurs who wish to start a purpose-driven business?
Do it! While it’s definitely not for the faint of heart, I actually think that’s exactly the point. When you’re building something purpose-driven, strength of heart is everything.
I would just say, be really honest with yourself about why you’re building it. If the mission is truly at the core, then let that guide your decisions from the beginning, not as something you have to constantly justify or protect.
Also, go in knowing it probably won’t be the easier path. There will be moments where what you feel aligned with doesn’t perfectly match what makes the most financial sense in the short term. That’s part of it. But don’t let that stop you.
Stay nimble, be willing to learn as you go, and don’t be afraid of making mistakes (I’m still very much learning this). Some of the most meaningful progress comes from working through those harder moments.
And above all, be very clear on your why. That’s what will carry you when things get tough and keep you grounded in what you’re building.
What are your “5 Things You Need To Create A Highly Successful Purpose-Driven Business.” If you can, please share a story or example for each.
1. Know your why
This has to be something you are clear on from the beginning. It’s what will guide your decisions and carry you through the harder moments.
2. Create a business plan
Like any venture, whether purpose-driven or not, having a well-thought-out plan is critical. It will absolutely change and morph, but having something to go back to over and over again gives you a foundation when things get messy.
3. Seek advice from people who are already in it
In the industry, outside the industry, companies you admire, anyone willing to share insight. Many won’t respond, but some will. I literally cold-called alcohol companies asking questions, and those conversations were invaluable.
4. When something stalls you, don’t assume it’s the end
There have been so many moments where something completely out of my control felt like it was going to crush the company. And then, on the other side of it, I’ve been grateful it happened. Sometimes those stalls are actually redirecting you toward something better.
5. Listen
While I talk a lot about staying true to your path and your mission, it’s just as important to listen. Even if, in the end, you don’t agree. It’s easy to end up in an echo chamber where only certain voices get amplified. But hearing different perspectives, even the ones that challenge you, can help you see your blind spots, catch mistakes or explore a path you hadn’t considered.
I’m interested in how you instill a strong sense of connection with your team. How do you nurture a culture where everyone feels connected to your mission? Could you share an example or story that showcases how your purpose has positively influenced or motivated people on your team to contribute?
Connection is actually at the core of how our team forms in the first place. Every person who works with our company right now came to us as a customer in some way, and I know that’s because of the mission. They connected with it first, before ever becoming part of the business.
And then that connection continues because they see it every day. Not in a polished way, but in real life. They see how present animal rescue is for me personally, from the rescue pets and fosters in my home, to the colony of senior ferals in our catio, to the three pups I found in the middle of the desert driving back from accounts in Vegas, to the rescue calls that are constantly part of my everyday.
So it’s not something we talk about; it’s something they witness. And I think that authenticity is what keeps that original connection alive and growing.
And then there are the moments where our team gets to feel it for themselves — a tasting where someone shares a rescue story, being part of a spay clinic, or seeing the direct impact of who we’ve helped through our donations. Those moments bring it all full circle and remind us why we connected in the first place.
Imagine we’re sitting down together two years from now, looking back at your company’s last 24 months. What specific accomplishments would have to happen for you to be happy with your progress?
Regarding social impact, I want to see that we’ve increased our support for rescue and spay programs by at least 150% and that we regularly sponsor spay clinics. I would also love to see Hera involved in some of the larger festivals, and then be able to turn right around and provide free spay and neuter services and medical care to the local communities surrounding those events, for example, something like Coachella.
But equally important are the relationships we’ve built, especially with those who came on early and helped us get here. I do not, and won’t, forget the accounts that have supported us from the start. Those partnerships matter a great deal to me, and I feel a responsibility to them. There’s a sort of accepted mindset in the industry that accounts come and go, and that’s just never really sat right with me. So I hope the restaurants, bars, and stores that took a chance on a smaller brand like ours are not only still with us but also happy and growing alongside us.
You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger.
I don’t necessarily see myself as a person of enormous influence, at least not yet, but if I could help inspire anything, it would be a shift where spaying and neutering become a given in pet care. Not optional, but simply part of responsible ownership, as routine as feeding or vaccinating your pet.
That would require making services truly accessible, with affordable and free options available to everyone.
And honestly, if that ever happens, I will (gladly!) need to change the mission of Hera and move on to another cause, because we won’t be needed in the same way. How amazing would that be?
How can our readers further follow your work or your company online?
Our website is www.herathedogvodka.com, and I can be reached personally through Instagram @herathedogvodka. Please come say hello!
This was great. Thanks for taking time for us to learn more about you and your business. We wish you continued success!
Thank you!
About The Interviewer: Chad Silverstein is a seasoned entrepreneur with 25+ years of experience as a Founder and CEO. While attending Ohio State University, he launched his first company, Choice Recovery, Inc., a nationally recognized healthcare collection agency — twice ranked the #1 workplace in Ohio. In 2013, he founded [re]start, helping thousands of people find meaningful career opportunities. After selling both companies, Chad shifted his focus to his true passion — leadership. Today, he coaches founders and CEOs at Built to Lead, advises Authority Magazine’s Thought Leader Incubator.
Purpose Before Profit: Julia Pennington Of Hera The Dog Vodka On The Benefits Of Running A… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.