Juvee (energy drink)

This article is about the energy drink brand. For the Caribbean celebration, see J'ouvert.
Juvee
TypeEnergy drink
ManufacturerSprecher Brewing Company
OriginUnited States
Introduced2022
ColorVarious
Websitedrinkjuvee.com

Juvee is an American energy drink brand created in 2022 by 100 Thieves co-founder Matthew “Nadeshot” Haag and Sam Keene. In January 2024, Juvee was acquired by Sprecher Brewing Company, which moved production and warehousing to its Greater Milwaukee headquarters and appointed Keene as chief marketing officer for the Sprecher portfolio.[1][2][3]

History

Juvee launched on October 4, 2022, as a “better-for-you” energy drink developed by 100 Thieves, a gaming lifestyle and esports organization.[4][5] In November 2023, 100 Thieves announced a restructuring that spun out its game development studio and the Juvee brand.[6][7] On January 18, 2024, Sprecher Brewing Company purchased Juvee from 100 Thieves and indicated it would consolidate Juvee’s operations in Wisconsin.[1][8]

Products

Juvee’s early line featured zero-sugar, 5-calorie, 12 fl oz cans with approximately 128 mg of caffeine per serving, positioned as an “anytime” energy drink. A 2022 trade review covered the initial flavors and formulation.[9] In July 2024, the brand introduced an “Orange Dream” flavor.[10] Additional non-independent details on flavor lineup and nutrition are provided by the brand’s official website.[11]

Distribution

Following the acquisition by Sprecher, Juvee entered Target stores in the United States in early 2024, as reported by beverage trade media.[12]

Reception

Trade coverage noted Juvee’s positioning toward gaming consumers and assessed flavor profiles favorably at launch.[9][4]

See also

References

  1. ^ a b "Sprecher Brewing Co. Acquires Juvee". BevNET. BevNET.com, Inc. 18 January 2024. Retrieved 2 September 2025.
  2. ^ "Sprecher Brewing acquires energy drink brand Juvee". FoodBev Media. Zenith Global. 19 January 2024. Retrieved 2 September 2025.
  3. ^ "Sprecher Brewing Enters Energy Category With Juvee Acquisition". CSP Daily News. Winsight, LLC. 23 January 2024. Retrieved 2 September 2025.
  4. ^ a b "100 Thieves Taking Gamer Cred into Energy Drinks with Juvee". BevNET. BevNET.com, Inc. 4 October 2022. Retrieved 2 September 2025.
  5. ^ Gwynn, Dafydd (5 October 2022). "Nadeshot launches energy drink brand Juvee". Esports Insider. Esports Insider. Retrieved 2 September 2025.
  6. ^ Peters, Jay (2 November 2023). "100 Thieves is laying off 20 percent of its staff as it focuses on 'core' of esports and apparel". The Verge. Vox Media. Retrieved 2 September 2025.
  7. ^ Moore, Brandon (2 November 2023). "100 Thieves separates from game dev studio and Juvee brand". Esports.gg. Esports Media. Retrieved 2 September 2025.
  8. ^ Fudge, James (18 January 2024). "100 Thieves Sells Juvee to Sprecher Brewing Company". The Esports Advocate. Juked LLC. Retrieved 2 September 2025.
  9. ^ a b "Review: Juvee Energy Drink". BevNET. BevNET.com, Inc. 4 November 2022. Retrieved 2 September 2025.
  10. ^ "New Products: Mitra9's First Foray into Kanna, Plus Califia, Juvee, Snapple & More". BevNET. BevNET.com, Inc. 12 July 2024. Retrieved 2 September 2025.
  11. ^ "Juvee — Shop & Flavors". drinkjuvee.com. Sprecher Brewing Company. 2 September 2025. Retrieved 2 September 2025.
  12. ^ "Distribution: Juvee Hits The Target, Supergut Gets GLP-1, Wild". BevNET. BevNET.com, Inc. 1 May 2024. Retrieved 2 September 2025.
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