The Tasting Panel magazine

April 2010

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BRANd Spotlight Living Proof A Teem VeeV at Bar210 in Beverly Hills: (left to right) Brand Ambassador Jay Milliken, Southern California Market Manager Katarina Balalas, VeeV co-founder Courtney Reum and Tom Steo, VP Regional Sales Manager for SWS of California. Spa Cooler 2 oz. VeeV Açaí Spirit 5 mint leaves 5 thin cucumber slices 1 oz. fresh lime juice ¾ oz. simple syrup Shake all ingredients well with ice and strain into an ice-filled rocks glass. Garnish with a cucumber slice and sprig of mint. (Can also be served double- strained in a chilled cocktail glass). VEEV AÇAÍ SPIRIT IS THE LIFE OF THE PARTY IN BEVERLY HILLS ANd BEYONd story and photos by David gadd unique spirit deserves a unique venue. VeeV—the world’s first açaí spirit, the creation of brothers Courtney and Carter Reum—is finding a deserving place behind the bar in some of the country’s most innovative bars and lounges, where its subtle berry flavor, unlim- ited mixability and health-conscious appeal are making it a hit among the trendoscenti. Case in point: Beverly Hills’ ultra-chic Bar210 (pronounced “two- one-oh”) and its co-located nightclub, Plush. Here, the emphasis is on extending the glam Los Angeles lifestyle well into the night—and Veev is on-hand to add to the vivacity, with its pure wheat base and its infusion of delicate açaí (pronounced “ah-SIGH-ee”) berries, with their proven antioxidant properties. Surprisingly, the newly opened venue, adjacent to the iconic Beverly Hilton hotel in the former home of the legendary Trader Vic’s, is the only concept of its type in Beverly Hills: a lounge and nightclub offering glowing Technicolor- influenced ambiance, cutting-edge music, top-shelf wines and spirits and—a big draw—exceptional cuisine from budding celebrity chef Marcel Vigneron, runner-up on season two of Top Chef. General Manager Dave Falco was brought in from Las Vegas Bar210 GM Dave Falco with Courtney Reum. by parent company Diabolical Nightlife Associates (aka DNA) to open Bar210, which has already registered a solid 8.5 on L.A.’s nightlife Richter scale. “It’s an amazing address and an amazing property,” says Falco. “We’ve even been getting feedback from people who used to come in here 50 years ago.” VeeV cocktails at Bar210: The Spa Cooler (right) and C’est La VeeV C’est La VeeV 1 oz. VeeV Açaí Spirit 4 blueberries & 2 raspberries Splash simple syrup Moët & Chandon Brut Impérial Muddle berries with VeeV and simple syrup. Strain into into a flûte and top with champagne. 2 / the tasting panel / april 2010 After a hands-on introduction to the 60-proof açaí spirit by VeeV’s SoCal Market Manager, Katarina Balalas, Bar210’s quick-study bartend- ers whipped up two VeeV-based signature cocktails: the champagne- enhanced C’est La VeeV and the refreshing Spa Cooler. (Chef Vigneron suggests his delectable oysters with deconstructed mignonette sauce as an ideal nosh with the latter.) Both are available by the carafe, as are other cocktails at Bar210—a brilliant idea that puts this venue ahead of the pack in service. Tom Steo, VP Regional Sales Manager for Southern Wine & Spirits of California, was one of the first to see the potential of VeeV. “It’s a great niche product,” says Steo, who was responsible for adding VeeV to the SWS spirits roster, where it has flourished. Brand Ambassador, Jay Milliken, is quick to point out the advantages of having SWS on Team VeeV: “The Southern name opens a lot of doors.” Meanwhile, as Bar210 gears up for another evening of merriment, Beverly Hills style, VeeV is among the stars.

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