Sprecher Brewing Co. is entering the energy drink category with the purchase of Juvee from global gaming and lifestyle brand 100 Thieves.
Short for rejuvenation, Juvee was launched in 2022 by 100 Thieves CEO Matthew “Nadeshot” Haag and co-founder Sam Keene. It’s formulated to boost energy, elevate mood, increase focus and improve overall well-being.
In the last year, Los Angeles-based Juvee has grown revenues by 400%, driven mostly by the dedicated community it has built online, according to Glendale, Wisconsin-based Sprecher.
“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 CEO Sharad Chadha.
The acquisition continues Sprecher’s aggressive growth strategy, he said. “The energy drink category is hugely popular, and when we connected with Juvee’s co-founders, it quickly became apparent that this was the perfect brand for us to enter into this competitive space.”
Juvee’s employees will become part of the Sprecher team. Co-founder Sam Keene will assume the role of chief marketing officer for the entire family of Sprecher beverages including all of its craft beers and craft sodas, Green River soda, Black Bear soda, Caruso soda, Olde Brooklyn soda, WBC soda, Juvee and the Ooh La Lemin Lemonade brand, which Sprecher acquired in October 2023.
“We’ve experienced incredible growth since Juvee’s launch, and this acquisition will help the brand reach more of our passionate consumers while also introducing them to the full family of Sprecher beverages,” Keene said. “I’m thrilled for Juvee to find a new home at Sprecher and ready to bring the same energy to the company’s marketing team.”
John Robinson, 100 Thieves president and chief operating officer, said, “Juvee had an incredible first year as a part of 100 Thieves, and we’re excited that they’ve found a new home and partner in Sprecher that will enable them to reach new heights.”
As part of the acquisition, Juvee’s production, bottling and warehousing will be moved to Sprecher’s headquarters.
Since 2020, Sprecher’s craft sodas have increased 300% in sales and expanded distribution nationally. The award-winning sodas, available in more than 25,000 stores in 49 states, are made with locally sourced ingredients, including pure raw honey fire-brewed in small-batch kettles.
“This fire-brewing process, which is common for beers but almost unheard of for sodas, caramelizes the sugars inside the fire-brewed kettle, combining and releasing the high-quality ingredients that ultimately create its superior taste experience,” Sprecher said.
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