Sprecher Brewing Co, a US-based producer of craft beer and soda, has expanded its product portfolio by entering the energy drinks market through the acquisition of Juvee from the gaming and lifestyle brand, 100 Thieves.
Launched in 2022 by 100 Thieves’ CEO Matthew Haag and co-founder Sam Keene, Juvee was crafted with the aim of boosting energy, elevating mood, increasing focus, and improving overall well-being.
The current staff members of Juvee will integrate into the Sprecher team, with Sam Keene assuming the position of Chief Marketing Officer. In this role, Keene will be responsible for overseeing the complete spectrum of Sprecher beverages, encompassing both craft beers and craft sodas.
As a result of the acquisition, Juvee’s production, bottling, and warehousing operations will be moved to Sprecher’s headquarters in Greater Milwaukee, Wisconsin, USA.
Sprecher Brewing’s CEO, Sharad Chadha, said, “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”.
“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.”
Keene added, “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. 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.”
Terms of the transaction were not disclosed.
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