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US craft beer and soda producer, Sprecher Brewing Co, has entered the energy drinks category with the acquisition of Juvee from gaming and lifestyle brand, 100 Thieves. Launched in 2022 by 100 Thieves' CEO Matthew Haag and co-founder Sam Keene, Juvee was formulated to boost energy, elevate mood, increase focus and improve overall wellbeing.

Juvee's existing staff members will become part of the Sprecher team. Keene will take on the role of chief marketing officer overseeing the entire range of Sprecher beverages, including all of its craft beers and craft sodas. The acquisition will see Juvee's production, bottling and warehousing operations being relocated to Sprecher's headquarters in Greater Milwaukee, Wisconsin, US. 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.