LEGACY BEHIND THE LABEL

Marty Burby Jr., one of the founding fathers of Billy’s Irish Cream, and William Shaheen's partner for over 40+ years-

carries forward a legacy shaped by the example of his father, U.S. Marine Martin Burby Sr. — 

Raised around the discipline, resilience, and fighting spirit that defined his father’s life, Marty grew up understanding that character is forged through hard work, loyalty, and standing by the people beside you. Those same principles became part of the foundation behind Billy’s Irish Cream Liqueur.

Some men are remembered for titles.

Others are remembered for the way they lived. Martin Burby Sr. was first and foremost US Marine. Before age 18-Burby lied to serve for his country in WWII- Enlisted when he was just 17 years of age  to the United States Marine Corps-  he served during World War II, where he also fought in Marine Corps boxing competitions. Like many fighters of that era, the ring was more than sport. It was discipline, toughness, and pride.

When the war ended, his service wasn’t finished.

Soon after World War II, Burby enlisted again to serve in the Korean War, continuing his commitment to country and brotherhood in uniform.

When he returned home to New Hampshire, he carried the same fighting spirit with him. In 1951, he officially registered with the New Hampshire State Athletic Commission as an amateur boxer, a license that still exists today — a small card representing a lifetime of grit.

Outside the ring, Burby worked at the Naval Shipyard Prison in Portsmouth, New Hampshire, serving his community with the same integrity he carried in the Marine Corps.

Men like him may seem ordinary at first glance.

But the truth is different.

Men who fight for their country, step back into the ring for the love of the sport, and live their lives with discipline and honor are never ordinary.

Their records aren’t only written in scorecards.

They are written in character.

And that legacy lives on.

Billy’s Boxing — honoring the fighters who built the foundation.

Everything is better with Billy’s.

Legacy doesn’t begin with a brand.

It begins with the people who built the values behind it.

Because Billy’s was never meant to be just another bottle.

It was built on friendship, loyalty, and legacy — the same values passed down from one generation to the next.

Billy’s Boxing — honoring the fighters who built the legacy behind the label.

Everything is better with Billy’s, when it's built on legacy. 

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