GLENDALE, WIS. — Sprecher Brewing Co. has tapped into the energy beverage category by acquiring Juvee energy from 100 Thieves. 100 Thieves is a lifestyle brand that focuses on gaming content, esports, and apparel.
Juvee was founded in 2022 by Matthew “Nadeshot” Hagg, chief executive officer of 100 Thieves and Sam Keene, co-founder. The founders wanted to formulate a better-for-you energy beverage to boost energy, lift mood, increase focus and boost immunity. Juvee, short for “rejuvenation,” is formulated with B vitamins, taurine, caffeine, L-theanine, panax ginseng and vitamin C, with no sugar and 5 calories per 12-oz can.
“This is another exciting step for our company, which started in 1985 as a craft-brewery, expanded into an award-winning soda producer, and since 2020, has added five other soda brands and an all-natural category,” said Sharada Chada, CEO of Sprecher…
