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Exclusive: Veev Spirits Repositions Namesake Brand, Targeting Vodka Category

July 16, 2014

Veev Spirits has completed a full brand repositioning for its açaí-based namesake spirit, including redesigned packaging and a multimillion-dollar ad campaign, titled “What Vodka Should Be.” The revamped product, Veev 2.0, is launching as a 70-proof neutral spirit infused with açaí berries from Brazil, and is intended to compete with the vodka segment. The original Veev açai liqueur launched at 60-proof five years ago.

Veev 2.0 is packaged in a redesigned bottle featuring a new logo meant to relay the brand’s organic, all-natural messaging. It’s being supported by a campaign asking consumers to “Cheat On Vodka,” debuting this week with digital videos and display ads, outdoor advertising and other activities. The reformulated Veev will maintain its original retail price of $29.99, and the company expects its flagship brand to be up 75% this year with the changes.

As a higher-proof offering, Veev will now be positioned with vodkas in retail settings. “People consume it like vodka, but the liqueur designation was a little confusing. The relaunch will help make it clear how to drink it, and thus where to look for it off-premise,” says Courtney Reum, who co-founded the company with his brother Carter Reum in 2007. “We also listened to what mixologists were saying. They want to work with it in more cocktails and have Veev shine through. To do that, we had to raise the proof.”

In addition to the neutral spirit, Veev Spirits’ portfolio also includes an RTD line of VitaFrute Cocktails, which are expected to grow by 200% in 2014. Overall, company volume is expected to double this year.

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