Matthew Haag, known to gamers and eSports watchers as “Nadeshot”, now has his own energy drink under his 100 Thieves gaming brand.
Juvee, the new energy brand, is short for “rejuvenation”. Just like the name, the packaging bears little resemblance to what you’d expect a gamer energy drink to look like.
Nadeshot’s energy drink instead goes for a colorful, playful look and flavors that reflect the colorful packaging, like kiwi strawberry or tropical crush.
Sam Keene, the general manager for Juvee, explained that “times have changed and we’re noticing a shift away from an obsession with hyper-performance and bad for you ingredients in favor of finding balance, connection, and playfulness.” Could this dethrone Monster, the stereotypical gamer drink? We’ll have to wait and see.
As for how Nadeshot and 100 Thieves came up with the idea, the Juvee energy drink has apparently been a project for the past year and a half.
The famous streamer and friends tested multiple flavors on stream, in “incognito cans”.
On Juvee’s website, the company says Nadeshot drank energy drinks every day since he was a teen but, as he aged, he got sick about the questionable flavors and ingredients, as well as the aggressive “hustling and grinding” approach to their marketing.
His idea was to “make a beverage with a better taste and better message that’s better for your body” and that’s how Juvee was born.
According to the press release announcing the Juvee energy drink, each 12 oz. can has 128mg of caffeine, the equivalent of two espresso shots, paired with taurine and health-focused additions like B vitamins, Panax Ginseng, L-Theanine and Vitamin C.
Each can has 0 sugar and 5 calories total, so Juvee does sound like an interesting choice.