Industry News

VEEV Spirits Introduces Daring New Campaign for 70 Proof VEEV 2.0

Brothers Courtney and Carter Reum are the owners and founders of VEEV.

VEEV Spirits, one of the fastest growing independent spirits brands founded by brothers Courtney and Carter Reum in 2007, has announced VEEV 2.0, a full brand repositioning that includes a reformulated 70 proof liquid, a redesigned package and a strategic focus on the vodka category. Accompanied with a multi-million dollar ad campaign, the new VEEV will position itself as What Vodka Should Be.

"My brother and I actually had Vodka in mind when we launched VEEV in 2007 so this is more of an evolution vs. a revolution," says co-founder Courtney Reum. "It is a perfect alternative to vodka because VEEV is handcrafted with organic açaí and all-natural ingredients, and also has a uniquely balanced flavor, which vodka can't boast. Now that it's 70 proof, it really shines in cocktails yet has kept its great taste that can be enjoyed simply on the rocks."

   VEEV 2.0

The new liquid is complemented by a redesigned bottle with a bigger, striking new logo that showcases the iconic VEEV leaves which, along with the word "VEEV," represents life and living well. Retailers note: The new bottle will now be shelved in the vodka aisle and include a hangtag that carries the What Vodka Should Be communication along with a "New Look | Now 70 Proof" burst.

A daring new brand campaign that encourages consumers to CHEAT ON VODKA will launch this week and is intended to spark controversy. The ads will encourage bartenders and consumers alike to break from their boring drinking routines and cocktail menus to try something new and exciting. As part of this campaign, VEEV will be releasing digital videos and display ads, outdoor ads and a first for the liquor industry, a Twitter activated vending machine where users win a special prize when they "Tweet To Cheat On Vodka." VEEV 2.0 will be unveiling at Tales of the Cocktail in New Orleans on July 18 and 19. Attendees will have the opportunity to be one of the first to taste the all new VEEV 2.0 featuring cocktails from master mixologist Willy Shine.

VEEV 2.0 began shipping in early July and despite the upgrades to the brand and the liquid, it will continue to sell at the same suggested retail price of $29.99. For more information, visit or, or follow  @VEEV on Twitter and @veev on Instagram.

THE TASTING PANEL, 6345 Balboa Blvd, Ste. 111, Encino, CA 91316
Content ©2016 THE TASTING PANEL magazine. All rights reserved