Brew Shockalaka, the zero-sugar nootropic RTD coffee alternative positioned as Coffee Evolved, has announced a formal equity and advisory partnership with Stephen A. Crystal, Founder & CEO of SCCG Management, the gaming industry’s leading global advisory and business development firm.
Crystal joins the Schockalaka Brands LLC advisory team as an equity partner, bringing with him more than 30 years of industry relationships, a global network spanning tribal gaming, commercial casino operators, hospitality groups and professional sports leagues, and a direct pipeline to some of the most high-traffic, captive-audience venues in North America.
Chuck Lechtman, Investor Relations, Schockalaka Brands, says: “This partnership marks a significant commercial inflection point for Brew Shockalaka, which launched in August 2025 and has already secured placement in more than 700 specialty gym retail doors, alongside active DTC, Amazon and TikTok Shop channels.
“The SCCG relationship opens a new category of distribution entirely: casino floors, tribal gaming properties, sportsbooks, hospitality lounges and entertainment venues where functional, zero-sugar beverages have historically been underserved.”
Max Fairchild, CEO, Schockalaka Brands, adds: “We are thrilled to be partnering with SCCG Management. We feel that our product offering aligns perfectly giving a healthier and more energetic option than traditional high sugar RTD coffee options with lacklustre ingredient profiles and mellow branding.”
Stephen Crystal concludes: “Brew Shockalaka is exactly the kind of innovation we look for – high-quality, forward-thinking and purpose-built for the evolving convergence of gaming, hospitality and sports entertainment.
“As these industries continue to merge, there is a clear shift toward products that enhance energy, focus and overall experience. With our partnerships across casinos, leagues and entertainment venues, we see Brew Shockalaka as a natural fit to elevate engagement in some of the most dynamic environments in the world.”
