VEEV Spirits has partnered with Willy Shine — mixologist, cocktail personality, and bar consultant — to help educate bartenders around the country on the company’s vodkas. This includes the new VEEV 2.0, which launched last year with a new bottle and a reformulated 70 proof liquid.
Willy will be traveling the country as a “Trade and Cocktail Specialist,” according to a press release. The campaign will encourage bartenders and consumers to “Cheat on Vodka” and break from their current drinking routines and cocktail menus to try something new.
Willy will also be working to create new VEEV signature cocktails, representing VEEV at industry events like Tales of the Cocktail, and appearing in educational videos, writing educational blogs and engaging bartenders through social media channels.
To celebrate this new partnership, Chilled Magazine is hosting the “Better Way to Drink” Bartender Challenge. Starting today through June 7, bartenders can submit re-invented Classic Cocktails made with VEEV at chilledmagazine.com/veev.
The challenge is to “reinvent a classic cocktail using VEEV as the base spirit and ingredients that inspire and exemplify what you stand for — from the ingredients to the presentation,” according to a press release. Four finalists will be featured in the August/September 2015 issue of Chilled Magazine, be awarded a $500 cash prize and given a Twelve24 Threadcount Roll Up Apron.
From among the finalists, Willy will select a single bartender for a personally curated, all-expenses-paid trip to New Orleans for Tales of the Cocktail in July 2015.
VEEV is a hand-crafted, premium spirit similar to vodka but crafted to be more versatile, according to the company. It is distilled from Idaho Winter Wheat, and infused with acai berries from Brazil and other natural ingredients.