Sprecher Brewing Acquires Juvee, Adding Energy Category to its Roster of Craft Beverages

Sprecher Brewing Company, known for its craft beers and award-winning sodas, has acquired Juvee, an energy drink brand previously owned by global gaming and lifestyle brand, 100 Thieves. This acquisition marks Sprecher's entry into the energy drink category and aligns with the company's aggressive growth strategy. Juvee's co-founder, Sam Keene, will join Sprecher as the chief marketing officer, integrating Juvee with the full family of Sprecher beverages. The acquisition also involves relocating Juvee's production, bottling, and warehousing to Sprecher’s headquarters in Greater Milwaukee.