MarketWatch: VeeV Spirits Appoints New Chief Operating OfficerJune 14, 2012
VeeV Spirits, the makers of VeeV Acai Spirit, one of the fastest-growing liquor brands in the country, today announced the appointment of the company's first chief operating officer: Bryan Crowley. The news was confirmed by VeeV's co-founders, brothers Courtney Reum and Carter Reum, who started the liquor brand in 2007. VeeV Spirits was ranked as one of the fastest-growing companies in the U.S. by Inc. Magazine in 2011.
The Reum brothers conducted an extensive, nationwide search for the newly created position of COO, a critical role as VeeV continues to see triple-digit sales growth nationwide. "We started selling VeeV out of the trunks of our cars and today it's a national, multi-million dollar brand," says Courtney Reum. "Now VeeV's next stage of growth requires the expertise of a brand savvy c-suite executive. We found that mix of marketing savvy, sales prowess and c-suite leadership in Bryan."
For Crowley, assuming the leadership role at VeeV is a new, more entrepreneurial direction for the veteran CPG executive, whose past positions include that of chief marketing officer for Pabst Brewing Company, where he oversaw Pabst's 34-brand portfolio. Prior to Pabst, Crowley oversaw the transformation of the Uncle Ben's rice brand while serving as vice president of sales and marketing for Mars Inc. Crowley started his career in the alcohol industry at Anheuser-Busch before moving to Con Agra Foods.
Crowley's brand expertise will be particularly relevant as VeeV launches a line of new liquor products this fall. "Courtney and Carter didn't just build a brand, they helped build a category: superfruit spirits. With our industry-leading growth and our new products launching this fall, VeeV is going to take increased ownership of the category, strengthen sales outreach in major markets and vastly expand its consumer base."
Continues Crowley: "It is rare to find a brand with such a compelling purpose. 'A Better Way to Drink' is not just a tagline, it is the mantra that drives everything from product development to the socially responsible way the company is run -- and that was a big part of why I joined this company and brand."
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