Goods · brand
Juvee
Energy drink brand, spun out of 100 Thieves · Los Angeles
- Founded
- 2022
- Entered
- 2022
- Status 2026
- Acquired
- Metro
- Los Angeles
- Embeddedness
- 3 connections
- Confidence
- verified · strongest source primary or company
Method
Nadeshot launches Juvee on October 4, 2022 as 100 Thieves' energy drink, developed with beverage veteran Sam Keene and tested on esports players for 18 months. On November 2, 2023 the org spins it off while cutting about 20 percent of staff to refocus on esports, content and apparel, and in January 2024 it sells Juvee to Sprecher Brewing of Milwaukee for undisclosed terms, with production moving to Sprecher's plant and Keene becoming its beverage marketing chief. Its 2025 retail footprint and sales are not confirmed in a retrieved source.
People: Matthew Haag
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The path: money and goods moving
- owned by100 Thieves100 Thieves launches Juvee on October 4, 2022, spins it off on November 2, 2023 and sells it to Sprecher Brewing in January 2024.2022 to 2024
- came out of100 ThievesJuvee becomes a separate company in November 2023 as 100 Thieves cuts 20 percent of staff.2023
- acquired bySprecher BrewingSprecher Brewing of Milwaukee buys Juvee from 100 Thieves in January 2024 for undisclosed terms and moves production to its own plant.2024
Sources (primary or company): en.wikipedia.org · businesswire.com · theverge.com · esportsinsider.com