100 Thieves CEO creates energy drink for esports

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100 Thieves has entered the energy drink scene with its very own beverage line, Juvee — a brand that’s meant to leave fans feeling refreshed and ‘rejuvenated.’ Here, we’ll show you exactly where to buy it and what flavors are available.

In February 2021, 100 Thieves signed a partnership with Rockstar Energy, leading fans to believe they might see a collaborative drink between the two.

Just months later, however, eagle-eyed fans of 100 Thieves noticed that the sprawling esports and entertainment organization had filed a trademark under the name ‘JUVEE.’

15 months after their trademark filing, 100 Thieves unleashed their very own brand of energy drink into the world: Juvee.

What is 100 Thieves’ Juvee drink?

According to a statement from 100 Thieves CEO Matt ‘Nadeshot’ Haag and business partner Sam Keene, Juvee isn’t supposed to be your average energy drink.

Rather than amping players up for an all-nighter of hardcore gaming, Juvee represents a more “refreshing” and “playful” take on the energy drink scene with a slew of extra ingredients for “health and well-being.”

“We’ve created a new energy drink that was built completely on our terms and catered to our community’s lifestyle and interests, which are all centered around the joy of ‘play,’” Nadeshot said in a statement.

“Launching Juvee is a lifelong dream of mine that I know will enhance the experience of not only our world-class gaming creators and competitors but anyone who’s passionate about having more energy to do the things they love.”

How much does Juvee cost?

Currently, Juvee retails for $3 per can or $36 per twelve-pack.

100 Thieves JUVEE watermelon lime

All Juvee flavors

Thus far, Juvee boasts three flavors. These include:

  • Tropical Crush
  • Kiwi Strawberry
  • Watermelon Lime

Juvee nutrition facts

Each 12oz can contain 5 calories, zero sugar, and 128 mg of caffeine, as well as B Vitamins, Taurine, L-Theanine, Panax Ginseng or Maca Root, and Vitamin C.

Juvee triad

In comparison to other influencer energy bevs, Juvee boasts a middling amount of caffeine — for example, Addison Rae’s Alani Energy flavor contains 200 mgs of caffeine by comparison, while Bryce Hall and Josh Richard’s Ani Energy has just 75 mgs.

This marks 100 Thieves’ latest lifestyle launch following their massive partnership with Lexus, as well as their highly-profitable ‘Foundations’ apparel line.

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