VeeV on the Rocks?
Posted: 9 Aug 2009
Date Written: July 21, 2009
Three pressing challenges (equity split, extent of commitment to social responsibility, and product discoloration) confront VeeV, the world's first alcoholic beverage infused with acai berries. Brothers Courtney and Carter Reum founded VeeV in 2007 and the firm has experienced rapid growth since then. The case documents the backgrounds of the young founders, details the launch and early phase of the company, and presents three challenges the founders must address: how to split the equity of the new company; how far to go in their efforts to be a 'green' and socially responsible brand; and an unexpected potential product quality issue.
Suggested Citation: Suggested Citation