VeeV is the pioneer in the alcohol beverage industry for selling drinks mixed with Acai berries. The company was established by brother Carter and Courtney Reum in 2007 and since then the business has been on the rise. The case discusses the history of the founders, the background of the company, how it was launched, and three questions that the firm must answer. These questions are regarding an unprecedented and potential quality issue in a product, the CSR image of the company, and the division of the equity capital.
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