Los 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.