Olivia Culpo on her role as creative director for canned cocktail maker Vide

In 2020, Culpo became both an investor in and creative director of Vide Beverages, a canned cocktail maker that uses vodka and tequila in the brand’s alcoholic drinks.

Courtesy of Vide Beverages

• Startup: Vide Beverages
• Year founded: 2019
• Valuation: Declined to disclose
• Investment level: Completed a seven-figure seed round
• Number of employees: Nine full-time employees
• Location: New York, N.Y.
• Other major investors: Darco Capital (lead investor)

Courtesy of Vide Beverages

Why she invested, in her own words

I’ve always had an affinity for canned seltzers and have kept my eyes open for something that appealed to me. The reason Vide stood out is that it is very aligned with my own personal ethics, especially as far as health and wellness go and keeping a life of balance. It has 99 calories per serving, just three natural ingredients, and it is made with real spirits. A lot of canned seltzers are made with malt liquor. Vide is something that I’m excited to promote and share with the people that follow me. And that’s really important—that connection.

I’ve always had the 80/20 rule: 80% of the time I want to be healthy, and 20% I’ll indulge. With Vide, it allows you to enjoy yourself and kick back with a drink, but you don’t wake up with a moral hangover of “Why did I do this?” or “This wasn’t the best choice for my body.” There’s something special about Vide that sets it apart in terms of what the brand stands for. We are working to offset our carbon footprint and putting nutritional facts on the back of the brand, which not every alcohol brand does. All that transparency is really special and sets us apart.

I love the grapefruit tequila—that’s my absolute favorite. I also like the pineapple tequila, but it isn’t officially out in the world yet. As far as our vodka products go, I really like the watermelon. But it all depends on my mood, the setting, what I’m eating, and what I am going to pair it with. It is really hard to decide. And that’s when you know you are very passionate about a product. For me, just because it’s summer, I enjoy Vide most whenever I’m near a body of water. The pool, a lake, the ocean, even a sprinkler [laughs]. If I have my grapefruit tequila, I’m in heaven.

As a creative director, I work very closely with the team. We are in the beginning stages of homing in on the brand identity. We do a lot of work around concepts, and that’s where we came up with the idea of becoming carbon neutral. We also assess new flavors we might want to put out in the market, always thinking about what’s best for the brand. We talk about advertising and where we want Vide to be front and center next in terms of visibility and tackling our shared goals.

When you are collaborating in any way, you need to be very intentional to make sure it is an organic fit. You really need to be passionate. If it is not fun, don’t do it. If you don’t believe in it, it’ll be miserable for everyone. With Vide, I felt an immediate connection. And that’s what you need to go for.