The Tasting Panel magazine

December 2012

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Page 42 of 152

READY-TO-DRINK Superfruit-Forward story and photos by David Gadd VITAFRUTE COCKTAILS BY VeeV ARE THE FIRST OF THEIR KIND Courtney (left) and Carter Reum, founders of VeeV. W ith a tagline that reads ���A Better Way to Drink,��� VeeV A��a�� Spirit has certainly captured the attention of consumers conscious about their own health and that of the planet. Founders Courtney and Carter Reum, Columbia-educated brothers who worked on Wall Street before sensing an untapped opportunity in the spirits business, launched VeeV in 2007 as the ���World���s First A��a�� Spirit.��� The environmentally sensitive brand has been ranked among the 250 fastest growing companies and brands in the U.S. by Inc. magazine and was recently proiled by CNBC as a ���company and brand to watch.��� But Courtney and Carter are not ones to rest on their laurels���no matter how well-deserved. Now, the young entrepreneurs are launching a trendsetting line of just-add-ice RTDs that take VeeV���s commitment to health and sustainability into new territory: VitaFrute Cocktails by VeeV. The key ingredient in VitaFrute Cocktails, of course, is VeeV A��a�� Spirit, made from the Brazilian a��a�� berry, a superfruit that���s higher in antioxidants and vitamins than most other fruits. A��a�� is widely considered to be the best of all superfoods because it contains 57 percent more antioxidants than pomegranates or blueberries. ���We never lose sight of the fact we wouldn't exist without the inspiration of the a��a�� berry,��� says Courtney, who discovered the superfruit during a trip to Brazil with Carter, ���so we���re committed to giving back.��� Not only is VeeV an active member of the environmental 42 / the tasting panel / december 2012 charity group 1% for the Planet���a global movement of companies that donate at least��one percent of annual net revenues to environmental organizations worldwide���but the brand has also given to organizations that directly beneit the restoration and replantation of the rainforest and support the region���s farming communities. Focused on the off-premise market, VitaFrute���s three initial varieties��� Margarita, Lemonade and Cosmopolitan��� are the irst of their kind and hold unique advantages in their category. Sales of ready-to-drink cocktails continue to experience explosive growth, but the category is dominated by either sugar-illed or lower-calorie ���skinny��� varieties, many made with lower alcohol content and artiicial ingredients. VitaFrute Cocktails by VeeV are an all-natural alternative��� certiied organic, 30 proof and with less than 125 calories per serving. Courtney says that retailers display case stacks because VitaFrute captures consumers��� attention and ���they anticipate it will be a strong seller. We have a great story to tell with VitaFrute Cocktails by VeeV, so we do that in the visual displays.��� VitaFrute cases, table tents, posters and starbursts emphasize the products��� allnatural and organic attributes. Picking up a VitaFrute Margarita on ice, Carter adds that the real proof is in the quality: ���Demos are a great way to showcase VitaFrute���people become fans as soon as they try it!��� We couldn���t agree more. For more information, go to

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