Sprecher Brewing announces the acquisition of an energy drink company.
By acquiring Juvee energy from 100 Thieves, Sprecher Brewing Co. has entered the energy drink market. 100 Thieves is a lifestyle brand that specializes in apparel, esports, and gaming content.
In 2022, co-founder Sam Keene and Matthew “Nadeshot” Hagg, the CEO of 100 Thieves, founded Juvee. The creators intended to create a healthier energy drink that would improve immunity, focus, mood, and energy levels. The 12-oz can of Juvee, which stands for “rejuvenation,” contains 5 calories and no added sugar. It is made with taurine, caffeine, L-theanine, panax ginseng, and B vitamins.
Sprecher Brewing Co. CEO Sharada Chada said, “This is another exciting step for our company, which started as a craft-brewery in 1985, expanded into an award-winning soda producer, and since 2020, has added five other soda brands and an all-natural category.” “It keeps up our business’s aggressive expansion plan. The energy drink market is extremely well-liked, and after speaking with Juvee’s co-founders, we realized that this was the ideal brand for us to join this competitive market.
Employees from Juvee will join Sprecher as a result of the acquisition. Additionally, Sprecher’s Milwaukee headquarters will house Juvee’s production, bottling, and warehousing.
As chief marketing officer, Keene will be in charge of Sprecher’s whole beverage line, which includes all of its craft beers and sodas, Green River, Black Bear, Caruso, Olde Brooklyn, WBC, Juvee, and the Ooh La Lemin Lemonade brand, which Sprecher purchased in October 2023, according to the company.
“Since Juvee’s launch, we’ve seen incredible growth, and this acquisition will help the brand reach even more of our devoted customers and introduce them to the entire Sprecher beverage family,” Keene stated. “I’m excited for Juvee to join the Sprecher team and ready to bring the same enthusiasm to the marketing department.”
Randy Sprecher established Sprecher Brewing in 1985. Walker’s Point, Wisconsin was the first location he opened for the business. Following the collapse of a canal retainer wall into the Menominee River, the business moved to a renovated Glendale elevator cab factory. According to the company, Sprecher retired in February 2020, and Milwaukee investors assumed control.
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Sprecher fire-brews raw honey in small batch kettles to create craft beer and soda, according to the company. According to the company, the fire-brewing process caramelizes the sugars inside the fire-brewed kettle, combining and releasing the ingredients.