The newest creator drink: Juvee, from Nadeshot and 100 Thieves

As you may have noticed, creator-made drink brands are all the rage these days.

The latest to drop is Juvee, from 100 Thieves founder, co-owner, and CEO Matthew Haag, aka Nadeshot.

Juvee is a sugar-free energy drink brand that was conceptualized by Haag and has been “incubated” by 100 Thieves since early 2021, according to a press release.

The drink was “formulated, developed, and tested by world-class esports athletes and superstar content creators for the past 18 months,” and was secretly drunk on stream (via incognito cans) by Haag and other 100 Thieves members for the past nine months.

“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,'” Haag 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.”

Juvee (short for “rejuvenation”) launched with three flavors: Kiwi Strawberry, Watermelon Lime, and Tropical Crush. It’s only available through Juvee’s online store, for $36 per 12-pack, and through local food/drink/miscellania delivery company Gopuff.

“Hard to put into words how much I appreciate all the love and support on our newest venture today with @drinkjuvee,” Haag tweeted Oct. 4, Juvee’s official drop day. “Excited for you to get some cans in hand and see what it’s all about for yourselves.”

100 Thieves marked the drink’s release with a splashy makeover for its Los Angeles headquarters.