100 Thieves Sells Juvee to Sprecher Brewing Company

Sprecher Brewing Company has acquired the energy drink brand Juvee from the Los Angeles-based esports and gaming organization 100 Thieves. This transaction marks a strategic shift for 100 Thieves, which announced in late 2023 that it would spin off its energy drink and game development divisions as part of a broader corporate restructuring plan. While the financial terms of the deal remain undisclosed, the move allows Sprecher to enter the competitive energy drink market while integrating Juvee into its existing portfolio of craft beverages.

The acquisition includes the transition of current Juvee employees to the Sprecher team, with Juvee co-founder Sam Keene appointed as the chief marketing officer for the entire Sprecher beverage family. Furthermore, all production, bottling, and warehouse operations for the energy drink brand will relocate to Sprecher’s headquarters in Greater Milwaukee.

Juvee, which was launched in 2022 by 100 Thieves CEO Matthew “Nadeshot” Haag and Sam Keene, reportedly experienced 400% revenue growth during its first year of operation. This divestment reflects 100 Thieves' ongoing efforts to streamline its business model and focus on its core esports operations. The deal highlights the continued consolidation and strategic realignment within the gaming and beverage industries, as organizations seek to optimize their portfolios through targeted asset sales.