For Subscribers

The Giving Spirit From sustainable farming to reforestation, VeeV is turning happy hour into a charitable act.

By Gwen Moran Edited by Frances Dodds

Opinions expressed by Entrepreneur contributors are their own.

Innovative spirits: Courtney, left, and Carter Reum.
Innovative spirits: Courtney, left, and Carter Reum.
Photo © Jeff Clark


Courtney Reum ordered yet another vodka and soda and realized he was utterly bored with his drinking experience. The New York City investment banker had just helped complete the merger of two alcohol companies--Allied Domecq and Pernod Ricard--in 2005 and concluded during his due diligence research that the spirits space severely lacked innovation.

"The Bacardis of the world launch a new flavor of Bacardi," he says, "but they don't tend to do things that are really outside the box--both as a product in the bottle and then as a company."

During a surfing trip to Brazil in 2003, Reum learned about the burgeoning popularity of the Açai berry, which, the company says, has 57 percent more antioxidants than its fellow "super foods," pomegranates and blueberries. So Reum and his brother, Carter, came up with creating "a better way to drink" which ultimately became the tag line for VeeV, the Açai-flavored spirit they launched in 2007. Though quick to say the company makes no claims that VeeV is a health beverage, Reum adds, "We like to think of it as the red wine equivalent of hard alcohol."

The Reums believe in sustainability and charity, so for their U.S. operations, they chose a distillery in eastern Idaho that uses wind energy, decreasing the electricity needed to distill the spirit.

"Sustainability is kind of like working out. It doesn't matter [why you do it]. It all goes toward the greater good."
By the Numbers
13,000: Number of trees planted in Tamil Nadu, India, thanks to Treetini sales

$100,000: VeeV's 2009 donation to the Sustainable Açai Project

60: Alcoholic proof of VeeV (vodka typically is 80-proof)

For every bottle sold, VeeV donates $1 to retailer Sambazon's Sustainable Açai Project, in San Clemente, Calif., which promotes sustainable harvesting practices of the Açai berry and ensures that Brazilian farmers are paid a living wage for their region, doubling the standard of the equivalent of 4 American dollars per day to $8. In addition, VeeV employs approximately 100 people in Brazil to make bracelets out of the berry seeds, which are used as VeeV promotional items and sold locally.

The bars and restaurants pouring VeeV wanted to be involved in the charitable component, too, Reum says. Thus was born the Treetini program. Bars and restaurants simply create their own versions of cocktails using VeeV, called Treetinis, and report to the company periodically how many were ordered. VeeV makes a donation to plant one tree in flood-ravaged Tamil Nadu, India, per Treetini served.

When VeeV--derived from the French word vivre, which means "to live"--launched, the Reums sold it out of the back of their car. Soon, it caught on in a few markets in Los Angeles and New York. Within two years, it was in 20 markets and, during the past year, distribution has gone nationwide and annual sales now surpass $2 million.

Reum, who calls himself a "New Age tree-hugger," says the brand's commitment to giving back at every level is a way for people to feel good about their cocktail of choice. "Sustainability is kind of like working out," he says. "It doesn't matter whether you do it for heath, vanity or some combination of other reasons. It all goes toward the greater good."

Gwen Moran

Writer and Author, Specializing in Business and Finance

GWEN MORAN is a freelance writer and co-author of The Complete Idiot's Guide to Business Plans (Alpha, 2010).

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business News

'The Market Is Hot': Here's How Much a Typical Meta Employee Makes in a Year

Data from federal filings offers a glimpse into base salary ranges at Meta for roles ranging from AI research scientist to data analyst.

Leadership

Being 'Nice' Almost Cost Me My Business — Here's What I Do Differently Now

Don't let politeness undermine your authority — here's how I rebuilt my client relationships

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Starting a Business

'Absolute Freedom': Siblings Behind a Self-Funded 8-Figure Brand Reveal 3 Secrets Aspiring Entrepreneurs Should Know About Growth and Success

Rae and David Liu leveraged their complementary skill sets to start a business that's been profitable every year since launch.

Business Plans

How to Secure a Premium Domain Without Raising Prices or Attracting Competitors

Learn the smartest way to acquire premium domain names without triggering price spikes or unwanted competition from public bidding.

Business News

Xbox Producer Tells Laid-Off Workers to Turn to AI For Advice If They're Feeling 'Overwhelmed'

Microsoft announced mass layoffs last week, affecting around 9,000 employees.