Sprecher Brewing Expands into Energy Drinks with Juvee Acquisition
Glendale, Wis.-based Sprecher Brewing Co. has expanded into the energy drink category, with the acquisition of Juvee from global gaming and lifestyle brand 100 Thieves, according to a release from Sprecher.
The Juvee brand — which is short for “rejuvenation” — launched in 2022, focused on boosting energy, elevating mood, increasing focus and improving overall well-being, the release said. Over the past year, brand revenue has grown by 400%, driven predominantly by an online following.
Juvee’s current employees will become part of the Sprecher team, and Juvee co-founder Sam Keene will become chief marketing officer for the entire Sprecher family of beverages. Juvee’s production, bottling and warehousing will move to Sprecher’s greater Milwaukee location.
Sprecher was founded in 1985 as a craft brewery and has added five soda brands and an all-natural category since 2020. In that same time period, Sprecher’s craft sodas have increased 300% in sales and expanded their distribution nationally.
Sprecher sodas are uniquely fire-brewed in small batch kettles — common for beers but rare for sodas — which caramelizes the sugars and contributes unique flavor qualities. Sprecher’s sodas have won numerous awards across the country over the years.
