Marketing a beer through the memories of fallen soldiers.

It looked like a strange way to market beer – until I read a little more into the story of how Dog Tag Brewing came about – and about how it salutes the sacrifice of one local hero.

Combat veteran Seth Jordan is the owner of the beer company based in Montana – which features the stories of 12 soldiers killed in battle.

The cans feature a camouflage design – and the most notable thing about the venture is that a portion of the sales is dedicated to organizations chosen by the families of those featured.

Ironic in that the beer, up until now, hasn’t been available in New Jersey, especially since East Greenwich native and Kingsway High School graduate, Capt. Ryan Iannelli is one of those combat veterans is featured.

He was killed on Sept. 28, 2011, when his helicopter was brought down in Helman Province, Afghanistan.

Under a new agreement with Hub City Distribution, which is based in Lawrenceville, the beers will now be available in Mercer, Monmouth, Ocean and Burlington counties.

Jordan said in an email:

"Many fans in New Jersey have awaited the arrival of Dog Tag beer to their home state including the Iannelli family of Clarksboro." "A portion of Dog Tag sales will be donated to Ryan's ministry, founded by his mother Donna Iannelli."

I thought it tawdry at first - until I came across the fact that a portion of the sales will be dedicated to the organization chosen by the family of the fallen vet.