Our Brand

Dauntless Wine Cømpany is proud to be Veteran-owned and operated, standing as the premier military wine brand in the United States. Since day one, our mission has been clear: to support Veterans transition from the field to the farm. This commitment is at the heart of our non-profit organization, the Dauntless Veteran Foundation, which provides Veterans with the resources and opportunities to cultivate new beginnings in agriculture.

What’s Behind the Name?
This is one of the most common questions we hear in our tasting room. Simply put, Dauntless embodies the spirit of fearlessness and determination. These qualities define the service members and Veterans we honor and represent. They also define us, as founders who embarked on this journey without prior winemaking experience or resources. Guided by the military mindset and driven by a "commander’s intent," we relied on adaptability and resilience to overcome every challenge and build a thriving company.

The Meaning Behind Our Wordmark
Our wordmark features a distinct bow, symbolizing our "bend, don’t break" mentality—a testament to the strength and flexibility required in both military service and winemaking. The stylized "Ø" holds multiple meanings, but for us, it represents the interlocking commitment of our company to its mission: helping Veterans find purpose and growth after service – this design was inspired by our experiences with interlocking systems.

Wine With a Mission
Our motto, "Wine With a Mission," reflects our unwavering commitment to a singular purpose: helping Veterans transition from the field to the farm. Since our inception, we have worked tirelessly to empower Veterans by channeling their leadership, discipline, and work ethic into agriculture.

The need has never been greater. With two out of three retiring farmers not being replaced, the future of American agriculture is at risk. Soldering and farming have been deeply intertwined for millennia because food security is, and always has been, a cornerstone of national security. By supporting our wines, you’re directly contributing to this vital mission: empowering farmer-Veterans and safeguarding our nation’s food supply.

Through our non-profit, the Dauntless Veteran Foundation, we provide Veterans with the tools and resources to grow, thrive, and lead in agriculture. 

A Story in Every Label
Every bottle tells a story with each label commemorating a pivotal moment in military history — where it is a battle, campaign, or technological breakthrough that changed the world. These stories honor our shared heritage, celebrate the bravery and innovation of those who came before us, and remind us of the profound impact of service.

Read more:
About Us
Our Timeline
A Decade of Dauntless

The evolution of our labels

The original

No Man's Land was our first label, created to commemorate the centennial of World War I and launched alongside the founding of Dauntless Wine Company. The name reflects the courage of soldiers who faced the unimaginable perils of No Man's Land during the Great War, signifying our own bold step into winemaking with little more than determination and a mission.

From 2014 to 2017, our labels featured our distinctive wordmark, representing our "bend, don’t break" ethos. Each label since continues to honor military history, telling stories of bravery and innovation that inspire our work and mission.

An evolution

In 2017, we began expanding our line, introducing new wines and fresh stories to share. The 2017 Dreadnought Chardonnay marked a pivotal shift as the first label to omit our wordmark, allowing the story it told to take center stage. This decision reflected our commitment to honoring the significance of the narratives behind each wine, deepening the connection between our bottles and the history they represent.

This evolution set the tone for how we continue to tell stories—by letting each label speak for itself while remaining true to our mission.

continuity

Our goal is to maintain continuity in the stories we tell. Many of our labels overlap to weave a broader tapestry of history. Examples include Howitzer and Trébuchet, Dreadnought and Hampton Roads, Riveter and Aviatrix, and THUD and Phantom. Together, these labels create a comprehensive narrative that honors our shared heritage.

We’re committed to building connections between our wines and the stories they represent, and we hope you enjoy the journey they take you on.