Brew Shockalaka has entered into an equity and advisory partnership with SCCG Management CEO Stephen A Crystal, as the beverage brand targets expansion into gaming and hospitality environments.
The agreement will see Crystal join Schockalaka Brands in an advisory role, supporting the company’s strategy to distribute its ready-to-drink coffee products across casino floors, tribal gaming venues, sportsbooks and entertainment locations.
Brew Shockalaka launched in August 2025 and has since secured distribution in more than 700 specialty gym retail locations, alongside direct-to-consumer channels including Amazon and TikTok Shop.
The new partnership introduces a separate route to market focused on gaming and hospitality venues, where the company expects to reach high-traffic audiences.
SCCG Management operates as an advisory and business development firm within the gambling sector, with existing relationships across casino operators, tribal gaming groups and sportsbook brands.
These include DraftKings, FanDuel, BetMGM and Caesars, alongside partnerships with sports organisations such as the Cincinnati Bengals and Denver Broncos.
Schockalaka Brands CEO, Max Fairchild, said: “We feel that our product offering aligns perfectly, giving a healthier and more energetic option than traditional high sugar RTD coffee options.”
SCCG Management CEO, Stephen Crystal, said: “As these industries continue to merge, there’s a clear shift toward products that enhance energy, focus and overall experience.”
Crystal added: “We see Brew Shockalaka as a natural fit to elevate engagement in some of the most dynamic environments.”
As part of the agreement, Crystal will support introductions to gaming operators, hospitality groups and event venues, while also advising on sponsorship and commercial opportunities within SCCG’s network.
The firm’s client base includes more than 130 partners, with outreach to over 40,000 industry professionals through its communications channels.
The partnership focuses on positioning the beverage brand within environments where customer dwell time and footfall are high, particularly across land-based gaming venues and associated hospitality spaces.
In March 2026, SCCG Management entered into a separate partnership with Coinspaid to support crypto payments expansion across gaming markets. The agreement focused on business development and operator introductions, alongside infrastructure supporting stablecoin transactions and fiat conversion across regulated jurisdictions.
SCCG Management’s network includes relationships with major US sports franchises and national tribal gaming operators
