Sprecher Brewing, a brewer with German heritage situated in Glendale (WI), has announced the acquisition of energy drink brand Juvee from global gaming and lifestyle firm 100 Thieves to increase its footprint in non-alcoholic drinks.
Launched in 2022, Juvee energy drinks are claimed to boost energy, elevate mood, increase focus and improve overall well-being.
Commenting on the acquisition, Sprecher Brewing CEO Sharada Chada 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”.
Juvee co-founder Sam 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”.
Juvee’s production, bottling, and warehousing operations of Juvee will be relocated to Sprecher Brewing’s headquarters in Glendale.
Source: Food Business News