Sprecher Brewing Company CEO Sharad Chadha announced its expansion into the energy drink category with the purchase of Juvee from global gaming and lifestyle brand, 100 Thieves.
Short for rejuvenation, the brand was launched in 2022 by 100 Thieves CEO Matthew “Nadeshot” Haag and co-founder Sam Keene, after being expertly formulated to boost energy, elevate mood, increase focus and improve overall well-being.
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Over the past year, Juvee has grown revenues by 400%, driven mostly by the dedicated community they’ve built online.
Juvee’s current employees will also become part of the Sprecher team. Co-founder, Sam Keene, will assume the position 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.
As part of the acquisition, Juvee’s production, bottling, and warehousing will be moved to Sprecher’s headquarters in Greater Milwaukee.
Since 2020, Sprecher’s craft sodas have exploded in popularity and have increased 300% in sales and expanded distribution nationally. The award-winning sodas are currently available in over 25,000 stores in 49 states.
Sprecher’s sodas are made with superior, locally sourced ingredients, including pure raw honey, that is uniquely fire-brewed in small batch kettles to deliver its “Best in Class” bold flavor.
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.
