Sprecher Brewing Company, Milwaukee's pioneering craft brewery since Prohibition, is making strides into the burgeoning energy drink category through the acquisition of Juvee from the gaming and lifestyle brand 100 Thieves.
Launched in 2022 by 100 Thieves CEO Matthew “Nadeshot” Haag and co-founder Sam Keene, Juvee—short for rejuvenation—was expertly formulated to enhance energy, elevate mood, sharpen focus, and promote overall well-being.
With a remarkable revenue growth of 400% in the past year, largely fueled by a dedicated online community, Juvee caught the attention of Sprecher Brewing Company. Sprecher CEO Sharad Chadha expressed enthusiasm for this strategic move, emphasizing the alignment with Sprecher's aggressive growth strategy.“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,” he said.
Juvee's existing team will integrate into the Sprecher family, with co-founder Sam Keene assuming the role of Chief Marketing Officer for Sprecher's entire beverage lineup. This includes craft beers, craft sodas, and recently acquired brands such as Green River soda, Black Bear soda, Caruso soda, Olde Brooklyn soda, WBC soda, and Ooh La Lemin Lemonade (acquired in October 2023).
Sam Keene noted the exciting growth Juvee experienced and anticipates the acquisition will amplify the brand's reach while introducing consumers to the broader Sprecher beverage portfolio.
As part of the acquisition, Juvee's production, bottling, and warehousing will relocate to Sprecher's headquarters in Greater Milwaukee.
Sprecher Brewery, based in Glendale, Wisconsin, was founded in 1985 by Randal Sprecher. Over the years, it has evolved into a diverse beverage producer, gaining fame for its craft sodas and root beer.
Since 2020, after being sold to a group of local investors under new leadership of Sharad Chadha as new CEO and President, Sprecher's craft sodas have seen a surge in popularity, achieving a 300% increase in sales and expanding nationwide distribution, available in over 25,000 stores across 49 states.
Renowned for its fire-brewing process, a technique common in beers but rare in sodas, Sprecher crafts its sodas with superior, locally sourced ingredients, including pure raw honey. The process caramelizes sugars, creating a unique flavor profile that has earned accolades, with Sprecher Root Beer recognized by the New York Times as the "No.1 Root Beer."
The acquisition of Juvee follows strategic expansions, a brand refresh, and accolades from the 2023 Tasting Alliance Beer Competition, with eight awards, including a double gold.