Courtesy of Sprecher Brewing Co.

Sprecher Brewing Expands into Energy Drinks with Juvee Acquisition

Jan. 18, 2024
Juvee is an energy drink brand that was founded in 2022 by 100 Thieves, which sold the brand to the Milwaukee-area craft brewer.

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.

About the Author

Andy Hanacek | Senior Editor

Andy Hanacek has covered meat, poultry, bakery and snack foods as a B2B editor for nearly 20 years, and has toured hundreds of processing plants and food companies, sharing stories of innovation and technological advancement throughout the food supply chain. In 2018, he won a Folio:Eddie Award for his unique "From the Editor's Desk" video blogs, and he has brought home additional awards from Folio and ASBPE over the years. In addition, Hanacek led the Meat Industry Hall of Fame for several years and was vice president of communications for We R Food Safety, a food safety software and consulting company.

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