100 Thieves CEO launches line of energy drinks

Matthew Haag, co-founder and CEO of North American esports organization 100 Thieves, has launched his own energy drink brand under the brand name Juvee. The line officially went on sale the day before, October 4, and is available in three flavors in the United States: Kiwi Strawberry, Tropical Fruit, Watermelon Lime.

In the presentation video, Nadeshot revealed that it was his love for energy drinks that led to the creation of his own brand. In addition to Haag, Samuel Keane becomes the CEO of the Juvee brand. The new functionary has many years of experience in the beverage market - he was previously the regional director of marketing at Red Bull - and also worked in marketing as vice president of Xperi.

Matthew Haag, co-founder and CEO of 100 Thieves: "If there's an energy drink on the market, I promise you, I drank it. And we decided none of them really fit my needs. None of them have that tastes like I have my own energy drink company. So that's exactly what we did - we did it ourselves."

The product is what you would expect from an energy drink brand. 128 mg of caffeine, no sugar, and only five calories. The drink's name, Juvee, is short for anti-aging, Haag explained in an interview. Haag added that the idea had been in his head since he left Red Bull and that Juvee is "a part of his life from the moment he wakes up in the morning."

It is noteworthy that Nadeshot assured fans of the alienation of the Juvee brand from its main brainchild - the organization 100 Thieves.