VEEV Spirits has launched 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 Courtney Reum, co-founder of the Los Angeles-based company. “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.”
VEEV, now designated as a Neutral Spirit, is similar to a vodka but crafted to be a more versatile and mixable spirit that reinforces VEEV® as A Better Way To Drink™.
“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 bigger, striking new logo that showcases the iconic VEEV® leaves which, along with the word “VEEV,” represents life and living well. 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 break through the clutter and spark a little controversy. 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 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.