GLENDALE, WIS. — Sprecher Brewing Co. has tapped into the energy beverage category by acquiring Juvee energy from 100 Thieves. 100 Thieves is a lifestyle brand that focuses on gaming content, esports, and apparel.

Juvee was founded in 2022 by Matthew “Nadeshot” Hagg, chief executive officer of 100 Thieves and Sam Keene, co-founder. The founders wanted to formulate a better-for-you energy beverage to boost energy, lift mood, increase focus and boost immunity. 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.

“This is another exciting step for our company, which started in 1985 as a craft-brewery, expanded into an award-winning soda producer, and since 2020, has added five other soda brands and an all-natural category,” said Sharada Chada, CEO of Sprecher Brewing Co. “It continues our company’s aggressive growth strategy. The energy drink category is hugely popular, and when we connected with Juvee’s co-founders, it quickly became apparent that this was the perfect brand for us to enter into this competitive space.”

With the acquisition, Juvee’s employees will become part of the Sprecher team. In addition, Juvee’s production, bottling, and warehousing will be moved to Sprecher’s headquarters in Milwaukee.

Keene will assume the role of chief marketing officer and oversee 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, the company said.

“We’ve experienced incredible growth since Juvee’s launch and this acquisition will help the brand reach more of our passionate consumers, while also introducing them to the full family of Sprecher beverages,” Keene said. “I’m thrilled for Juvee to find a new home at Sprecher and ready to bring the same energy to the company’s marketing team.”

Sprecher Brewing was founded by Randy Sprecher in 1985. He opened the company’s first location in Walker’s Point, Wis. After a canal retainer wall fell into the Menominee River, the company relocated to a renovated elevator cab factory in Glendale. Sprecher retired in February 2020 and Milwaukee investors took over, according to the company.

Sprecher uses a fire brewing process to create craft beer and soda using raw honey that is fire-brewed in small batch kettles, according to the company. The fire-brewing process caramelizes the sugars inside the fire-brewed kettle, combining and releasing the ingredients, according to the company.

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