Case | HBS Case Collection | July 2009 (Revised October 2011)

VeeV on the Rocks?

by Joshua D. Margolis, Christopher Marquis and Laura Winig


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.

Keywords: Quality; Food; Business Growth and Maturation; Ethics; Corporate Social Responsibility and Impact; Entrepreneurship; Business Startups; Equity; Food and Beverage Industry;


Margolis, Joshua D., Christopher Marquis, and Laura Winig. "VeeV on the Rocks?" Harvard Business School Case 410-006, July 2009. (Revised October 2011.)