Always-hustling Burleson adds ‘spirits launcher’ to post-NFL resume
Former Detroit Lion wide receiver Nate Burleson holds a bottle of Valentine LionBlood Orange Vodka during a launch party at Belle’s Lounge in Ferndale.
Following 11 highly-productive, body-punishing years in the National Football League, Nate Burleson deserved a nice, relaxing retirement.
Now, over 10 years since Burleson last strapped on a set of shoulder pads, the former Detroit Lion wide receiver’s post-playing days have been anything but tranquil.
And he couldn’t be happier.
Non-stop hustle
Exuding the same hustle, resilience and grit that helped him thrive in the NFL, Burleson wears many hats these days — “CBS Mornings” host, “NFL Today” host, “Hollywood Squares” host and entrepreneur, to name four — and he wears them all well.
On Friday, the stylishly-dressed Burleson visited Ferndale’s Belle’s Lounge to promote LionBlood Orange Vodka — a distilled spirit he launched with Rifino Valentine, the founder and master distiller of Ferndale’s Valentine Distilling Co.
“I started doing my research on launching an alcohol brand when I was playing for the Lions (2010-13),” Burleson revealed. “I thought it would be awesome to launch a liquor brand here in Detroit. But at the time, I didn’t have enough knowledge in this space and people in the industry looked at me like I was easy bait, which turned me off.”
Fast forward to 2022 when Burleson’s ambition to develop a brand of vodka was revitalized.
‘This is a great idea!’
“I reached out to a few distillers,” he reflected. “A couple got back to me, a couple didn’t share my vision. But Rifino said, ‘This is a great idea!’
“Once Rifino and I met in person — once we talked eye-to-eye — he could see that I did my research and that I was passionate about creating a Michigan-made vodka. That was when we started this journey together.”
Residing with his family in New Jersey so he could be close to the CBS studios, Burleson said he flew back “quietly” to metro Detroit at least five times to meet with Valentine.
“We did quite a few tastings so we could get the flavor profile and sip profile just right,” Burleson explained. “Among the modifications we’d make included ticking up the orange or dialing down on the elderflower.
“One day, Rifino got a hold of me and said, ‘We have a new flavor profile. I need you to call me as soon as you get a chance’. I called him back and flew to Detroit ASAP. I wanted him to know I was serious about this.”
Like a perfect play call in football
“After tasting three new flavor profiles, we both agreed on the same one — and for all the same reasons. It just felt right. It was like calling the perfect play in a football game.”
After releasing a small batch of LionBlood to the public earlier this year, the response was encouraging.
“Let’s just say we haven’t scored a touchdown yet, but we’re moving the ball down the field,” Burleson quipped. “We started out with a small batch because we didn’t want to get ahead of ourselves. I’ve had some people in New Jersey and New York reach out to me about distributing it, but Rifino was like, ‘Slow down, slow down’.”
It may have been the first time the former speedy wide receiver was told to pump the brakes, but he knew it was sage advice coming from a master distiller like Valentine.
“We want to get our footing in Michigan first,” he added. “It’s available in liquor stores around here; some bars and restaurants are serving it, and Kroger started stocking it. The reviews have been great.”
Wheels are always turning
When asked where he gets his enduring hustle, Burleson smiled.
“No. 1, I’m blessed and thankful that I can hustle,” he said. “I’m grateful that I’m not sitting at home, retired, and doing a bunch of nothing.
“Secondly, after I retired from the NFL, I didn’t feel like I had fulfilled all of my ability. Some of it was due to injuries or circumstances; some of it was due, quite frankly, to playing with guys that were better than me. In Minnesota, I was playing second fiddle to Randy Moss, in Detroit it was Calvin Johnson. Sometimes, you just have to take a backseat.
“But in my post-retirement, I realized I didn’t have to take a backseat to anybody. I could sit in the driver’s seat and take the vehicle wherever I wanted. If the Super Bowl of TV is winning an Emmy, then I was going for an Emmy (he has won four Emmys). And if there are awards for vodkas and spirits, I want those, too.”
Burleson loved living in Northville, Canton
Burleson resided in Northville and Canton during his tenure with the Lions.
“I loved them both,” he said. “One of the things my family and I loved about Canton was the friendly people and the all of the places you could find fresh food, fresh produce.”
At 43, Burleson is still seven years away from qualifying for an AARP card.
At the rate he’s going though, he’ll still be running a 4.4 40s in the game of life decades into his so-called retirement.
Ed Wright can be reached at 734-664-4657 or edwright@socialhousenews.com.
