Vending

Sprecher Brewing acquires Juvee energy drink from 100 Thieves

Image: Sprecher Brewing Co.

January 23, 2024

Sprecher Brewing Co., a manufacturer of craft sodas and beers, has expanded into the energy drink category with the purchase of Juvee from global gaming and lifestyle brand 100 Thieves, according to a press release.

Terms of the acquisition were not disclosed.

100 Thieves CEO Matthew "Nadeshot" Haag and co-founder Sam Keene launched Juvee in 2022.

Keene will assume the role of chief marketing officer for Sprecher beverages including its craft beers and 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.

Juvee's current employees will become part of the Sprecher team.

Juvee's production, bottling and warehousing will move to Sprecher's headquarters in Greater Milwaukee.