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

VeeV on the Rocks?

By: Joshua D. Margolis, Christopher Marquis and Laura Winig
  • Format:Print
  • | Pages:23
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Abstract

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

Citation

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

Joshua D. Margolis

Organizational Behavior
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  • To Feed the Planet: Juan Luciano at ADM By: Joshua D. Margolis, David E. Bell, Damien McLoughlin, Stacy Straaberg and James Weber
  • Darden Restaurants: The Nine Square Feet By: Joshua D. Margolis and James Barnett
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