Root beer company Sprecher acquires 100 Thieves CEO Nadeshot’s former beverage company Juvee

Juvee is now on it's way to become a more diverse and popular brand!

Root beer company Sprecher acquires 100 Thieves CEO Nadeshot’s former beverage company Juvee

(credits: Nadeshot & Juvee)

The eSports sector of the world has seen tremendous growth over the past few years. Over the years, eSports has seen enormous growth, and majors are popping up everywhere. The Game Awards 2023 even paid homage to the achievements made by the eSports industry last year. Furthermore, many news regarding famous eSports happenings and personalities are coming up lately. Recently, Root Beer company Sprecher acquired 100 Thieves CEO Nadeshot’s former beverage company Juvee.

Beverages and energy drinks work really hand in hand with the gaming community. Moreover, over the past few years, the popularity & revenue of energy drink companies have skyrocketed. This is definitely due to the rise in the video gaming & eSports culture. Furthermore, even Logan Paul & KSI‘s brand, Prime, has seen quite the impeccable growth. And it’s not just the already available or established brands that have seen a golden time; many new beverage brands have also come out in these last few years.

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Furthermore, one such brand is Juvee. Nadeshot, the CEO of the famous eSports org 100 Thieves, started Juvee, and it has since been a really successful beverage company and gained a lot of popularity in the market and online community. And Juvee is getting a new leadership as the famous Root Beer company Sprecher has acquired it recently!

100 Thieves’ Nadeshot’s beverage company Juvee comes under new leadership as Sprecher, the root beer company acquires it

Juvee, an abbreviation of “rejuvenation,” is a brand that was introduced in 2022 by co-founder Sam Keene and CEO Matthew “Nadeshot” Haag of 100 Thieves, and the product line was carefully crafted to provide a surge of energy, improve mood, sharpen attention, and enhance general well-being. Juvee’s revenue has increased by 400% in just one year after launch. This is all due to the extreme love that the online community has shown the beverage company.

100 Thieves' Nadeshot's beverage company Juvee comes under new leadership as Sprecher, the root beer company acquires it
(credits: Juvee)

And on 18th January 2024, Sharad Chadha, the CEO of Sprecher, the famous root beer company, annouched that they had acquired Juvee and made it a part of themselves from Nadeshot’s eSports Org, 100 Thieves. Moreover, this is a great deal for Juvee, as the energy drink company would have a huge increase in its market reach & exposure.

The Sprecher team will also include current Juvee staff. Chief marketing officer Sam Keene, a co-founder of 100 Thieves & Juvee, will oversee the Sprecher’s whole beverage line, which includes all of its craft beers and sodas, Green River, Black Bear, Caruso, Olde Brooklyn, WBC, Juvee, and the Ooh La Lemin Lemonade brand, which Sprecher purchased in October 2023. Furthermore, Keene even said,

“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.”

This acquisition has really given Juvee a burst in popularity, and they’ll be able to target many diverse markets now. Moreover, this is great for 100 Thieves, too, as the org can now put more funds into their eSports teams for Valorant and other sports with the funds they made off Juvee. With an already-established company working in the same industry taking over Juvee, the future of the beverage company looks good!

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