Glendale-based Sprecher Brewing Co. announced this week its acquisition of Los Angeles-based energy drink brand Juvee from global gaming and lifestyle brand 100 Thieves. Terms of the deal were not disclosed. The name of the company, Juvee, is short for rejuvenation. Juvee was launched in 2022 by Matthew Haag, 100 Thieves chief executive officer, and
Already a subscriber? Log in
To continue reading this article ...
Become a BizTimes Insider today and get immediate access to our subscriber-only content and much more.Learn More and Become an Insider
Sam Keene[/caption]
"The Juvee team is set to expand from our lean machine to a powerhouse of 150 people," said Keene in a LinkedIn post. "With this growth, we're not just changing in size; we're evolving in reach. Moving from two direct store distributors to a whopping 110 with presence in 49 states, we'll be taking advantage of Sprecher's impressive network of over 25,000 points of distribution. This is a game-changer for the brand, putting Juvee within arm's reach of our community nationwide."
Last year, Sprecher announced it had experienced an annual growth rate of 35% year-over-year and that sales had tripled. Key to the company’s growth strategy is acquiring smaller craft beverage manufacturers to help break into new markets.
Over the past three years, the brewery has acquired six other beverage labels, including, last October, the Ooh La Lemin lemonade brand from Melbourne, Florida-based Kona Gold Beverage and, in 2021, a handful of brands from Chicago-based WIT Beverage Co. including the 102-year-old lime soda brand Green River, Black Bear Soda, Olde Brooklyn, WBC Craft Sodas and Caruso’s Italian-Style Craft Sodas.
Sprecher also acquired Germantown-based Excent, which operates an automated robotic production line for variety packaging, in October.
The brewery was named BizTimes Milwaukee’s 