LOS ANGELES — Famed gamer Matthew “Nadeshot” Haag has unveiled a new energy drink brand designed to boost energy, increase focus and improve overall well-being. Juvee, short for “rejuvenation,” is formulated with B vitamins, taurine, caffeine, L-theanine, panax ginseng and vitamin C, with no sugar and 5 calories per 12-oz can.

“We’ve created a new energy drink that was built completely on our terms and catered to our community’s lifestyle and interests, which are all centered around the joy of ‘play,’” said Mr. Haag, founder and chief executive officer of gaming lifestyle brand 100 Thieves. “Launching Juvee is a lifelong dream of mine that I know will enhance the experience of not only our world-class gaming creators and competitors, but anyone who's passionate about having more energy to do the things they love.”

Flavors include kiwi strawberry, watermelon lime and tropical crush, drawing on “nostalgic flavor profiles that recall the golden era of ‘90s beverages,” according to the brand. The product was developed and tested by electronic sports athletes and content creators for the past 18 months.

“People don’t want another energy drink to power them through the day; they want a more sustainable way to feel energized,” explained Sam Keene, general manager for Juvee. “Times have changed and we’re noticing a shift away from an obsession with hyper-performance and bad for you ingredients in favor of finding balance, connection, and playfulness. Our inspiration when developing Juvee was to help people create their own energy, on their own terms, and be inspired to make more time for play."