Remember, VeeV, the “acai spirit” that rode the superfruit craze in the late zeroes, launching in 2008 as “the only açai spirit on the market?” I figured you didn’t, and that’s probably why VeeV — now an even louder VEEV — is relaunching, reformulating, and re-hoping you will get on the bandwagon of endorsing a speciously healthier alternative to drinking straight vodka. No longer labeled “acai spirit,” it’s now “neutral spirit with a blend of acai and other natural flavors.” That makes it a flavored vodka in my book — particularly since the proof level has risen from 60 proof in 2008 to 70 proof today.
But wait, there’s more! VEEV, nee VeeV, is also launching a collection of pre-made, bottled cocktails, called VitaFrute, which are of course made with VEEV, natural fruit juices, and (sometimes) agave nectar — and they’re under 125 calories per 3 oz. serving. (At first glance, the front label looks like it says 12.5 calories… now that’d be a neat trick.) And we tried all of this stuff! Thoughts follow.
VEEV (2014 Edition) – The new tagline for VEEV is “Born in Brazil, handcrafted in America.” From the nose alone, you might think it was handcrafted in a candy factory. Punchy with the nose of a typical cherry or fruit punch-like vodka, the new VEEV is closer than ever before to a typical fruit-doctored hooch. The body melds cherry with notes of blueberry, with a candylike finish. VEEV manages to keep things just this side of super-saccharine cough syrup, but there’s no doubt it’s still a sugar bomb in vodka’s clothing. If this is good for you, well, good luck selling your significant other on that one. 70 proof. B / $25
VitaFrute Cocktails Lemonade – The simplest of the VitaFrute collection – VEEV, lemon, agave — this spiked lemonade has pulpy bits floating in the mix, so you know you’re getting something legit here. The beverage is unfortunately heavy on the agave — sweet to the point of being almost syrupy — and light on the lemons. Some rebalancing is in order to bring the tartness level up to code. What’s there is pretty spot on, though. Not boozy at all, and with a little doctoring something you could even serve to guests. 30 proof. B / $12
VitaFrute Cocktails Margarita – Includes tequila, VEEV, lemon, lime, and agave. You can smell intense caramel notes up front. As this warms up in the glass those become stronger — almost taking on a burnt sugar character with touches of cinnamon. This isn’t so much a margarita as it is a wacky after-dinner drink that hints at lime notes from time to time. 30 proof. C- / $12
VitaFrute Cocktails Cosmopolitan – Includes VEEV, cranberry juice, and “a hint of citrus.” Tastes like VEEV and cranberry juice with a hint of citrus. Mercifully less sweet than the above, this straightforward blend is something you could easily whip up on your own, but the lazy might enjoy this pre-mixed version of any old cosmo you might otherwise spend 4 bucks on at your favorite Holiday Inn happy hour. Unremarkable but largely palatable, with tart cranberries, restrained sweetness, and a squeeze of naval orange — though its caramel hints on the finish give it a cloying finish. 30 proof. B- / $12
VitaFrute Cocktails Coconut Colada – Includes VEEV, coconut water, and pineapple juice. Pina Colada-lite, this premixed cocktail sacrifices that agave sweetness for the tropical notes of pineapple and watery coconut. Not disagreeable — if you’re in a Hawaii mood, anyway — if you don’t mind it sticking around on the roof of your mouth for the better part of the next half hour. 30 proof. B / $12