Alex Pratt, founder of the fast-growing Good Boy Vodka brand, returned to his Southwest Michigan roots this week to share his entrepreneurial journey with students at Southwestern Michigan College.
Speaking Sept. 16 to a packed Business Club event in the Student Activity Center theatre, Pratt, 30, described the long hours, steep risks, and bold leaps it has taken to carve out a space in the highly competitive $350 billion spirits industry.
Pratt, who grew up in Bridgman and now splits time between Benton Harbor and Tampa, launched Good Boy Vodka in 2020 during a powerboat event at Missouri’s Lake of the Ozarks. Today, the company’s vodka, seltzers, and cocktails are distributed in 45 states, with a goal of selling 6 million cases next year.
“It’s a tough business, but the ceiling of our market is endless,” Pratt told the students. “Think of all the golf courses and concert venues. There’s so much opportunity.”
Good Boy has grown to 70 employees and plans to add 60 more. Its recognizable dog logo and high-energy marketing have been boosted by celebrity partners such as golfer John Daly and motorsports star Travis Pastrana.
Pratt’s path into the beverage industry began after his family sold their Bridgman-based trailer manufacturing company, Pratt Industries, to private equity. With a background in professional motorcycle racing and a love of high-speed powerboats, he admits the pace of building a new company has been just as intense.
“Our culture is very high-energy and fast-paced,” he said. “We look for people who align with that entrepreneurial spirit and really understand the markets.”
Beyond growth and branding, Pratt stressed the company’s mission to give back. Through the Good Boy Foundation, proceeds support military veterans, retired service dogs, animal shelters, and women’s health causes such as breast cancer recovery. “Every pour helps a pup” has become a core slogan.
Pratt also urged SMC students to pursue their own ideas without delay. “It’s important to start when you’re young,” he said. “If you have an idea, start immediately. Don’t wait until life makes it harder to take that leap.”
