Beverage News / Wine & Spirits

Veev Spirits overhauls its flagship brand with Veev 2.0

Brand repositioning includes new formulation, packaging and ad campaign

July 16, 2014
/ Print / Reprints /
/ Text Size+

Veev 2.0Los Angeles-based Veev Spirits LLC announced the launch of Veev 2.0, a full brand repositioning that includes a reformulated 70-proof spirit, a redesigned bottle, and a strategic focus on the vodka category. Accompanied by a multimillion-dollar advertising campaign, the new Veev spirit 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,” said Co-founder Courtney Reum in a statement. “It is a perfect alternative to vodka, because Veev is handcrafted with organic acai 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.”

Unlike the original 60-proof liqueur, Veev 2.0 now is designated as a neutral spirit. It is similar to traditional vodka but crafted to be a more versatile and mixable spirit that reinforces Veev as a better way to drink, the company says.  

“We’ve been very successful with Veev over the last six years, especially on-premise, but we’ve made this change based on our research with consumers and top mixologists from around the country and our aspirations to take our brand to new heights,” says Co-founder Carter Reum.

The new liquid is complemented by a redesigned bottle with a more prominent new logo that showcases the signature Veev leaves. The new bottle will be shelved in the vodka aisle with a hangtag that carries the “What Vodka Should Be” tagline along with a “New Look | Now 70 Proof” burst.

Additionally, a new brand campaign that encourages consumers to “cheat on vodka” will launch this week and is intended to break through the clutter and spark a little controversy, the company says. The ads will encourage bartenders and consumers alike to break from their boring drinking routines and cocktail menus to try something new, exciting and better tasting. As part of this campaign, Veev will release digital videos and display ads, outdoor ads as well as a Twitter-activated vending machine where users win a special prize when they “tweet to cheat on vodka.”  

Veev 2.0 began shipping in early July and will continue to sell at the same suggested retail price of $29.99 for a 750-ml bottle.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.



Image Galleries

Top Beverage Flavors of 2014

Traditional flavors make up a large portion of beverage-makers’ selections, but tropical and exotic ones aren’t trailing too far behind. That’s according to research by BNP Media’s Market Research Division for Beverage Industry’s 2014 Product Development Outlook survey. Also see what's anticipated for top-selling flavors of 2015.

Click here to view the infographic in PDF format.

2/18/15 2:00 pm EST

A Healthy Future: Analyzing the latest health and wellness trends in the beverage market

The beverage marketplace continues to evolve to meet new trends and regulations. Our expert speakers will share with you their insight on what health and wellness topics will be paramount for the future success in the beverage industry.


Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI January 2015 cover

2015 January

The January 2015 Beverage Industry includes a cover story on our bottler of the year, Pepsi-Cola Bottling Co. of Luverne, as well as articles about juice drinks, the 2015 New Product Development Outlook, and more. Check it out today!

Table Of Contents Subscribe


What anticipated top-selling flavor do you think will be the most successful in 2015?
View Results Poll Archive


Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   


facebook40 twitter    youtubelinkedgoogle+ icon 40px


Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!