Luxco Adds VEEV Spirits Brands to Portfolio

St. Louis-based Luxco has announced an agreement to acquire Los Angeles-based VEEV Spirits from founders Courtney and Carter Reum.

The VEEV portfolio includes VEEV Spirit, a 70-proof vodka alternative, and VitaFrute Cocktails by VEEV, a line of certified organic ready-to-drink cocktails.

The terms of the deal were not disclosed.

“This is an incredible day for VEEV Spirits,” said Courtney Reum, VEEV co-founder, in a press release. “Donn Lux and his team share our values and will help these brands reach their full potential.”

VEEV’s products and “commitment to environmental initiatives” impressed Luxco, said the company.

“We believe in Carter and Courtney’s vision and are thrilled to be adding these brands to our portfolio,” said David Bratcher, President and COO of Luxco. “VEEV and VitaFrute’s premium quality, progressive positioning and commitment to sustainability resonate with today’s millennial drinkers.”

VEEV, which was launched in 2007, was honored as an Inc. 500 Fastest Growing Private Companies in America and named one of Beverage Information’s Rising Stars. It was also a recipient of the Technomic Fast 50 Award.


The company recently unveiled VEEV 2.0 – reformulated from 60 proof to 70 proof.


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