Monster Beverage Profile
Monster Beverage Corporation, through its subsidiaries, develops and markets energy drinks.
The company develops, markets, sells and distributes energy drink beverages and concentrates for energy drink beverages, primarily under various brand names, such as Monster Energy; Monster Energy Ultra; Monster Rehab; Monster EnergyNitro; Java Monster; Punch Monster; Juice Monster; Monster Hydro Energy Water; Monster Hydro Super Sport; Monster Super Fuel; Monster Dragon Tea; Reign Total Body Fuel; Reign Inferno Thermogenic Fuel; Reign Storm; True North; NOS; Full Throttle; Burn; Mother; Nalu; Ultra Energy; Play and Power Play (stylized); Relentless; BPM; BU; Gladiator; Samurai; Live+; Predator; and Fury.
The company also develops, markets, sells and distributes craft beers, hard seltzers and flavored malt beverages (FMBs) under a number of brands, including Jai Alai IPA, Florida Man IPA, Dale’s Pale Ale, Wild Basin Hard Seltzers, Dallas Blonde, Deep Ellum IPA, Perrin Brewing Company Black Ale, Hop Rising Double IPA, Wasatch Apricot Hefeweizen, The Beast Unleashed and a host of other brands.
The company also develops, markets, sells and distributes still and sparkling waters under the Monster Tour Water brand name.
Segments
The company operates through four segments: Monster Energy Drinks segment (Monster Energy Drinks), which is primarily consist of its Monster Energy drinks, Reign Total Body Fuel high performance energy drinks, Monster Tour Water and True North Pure Energy Seltzers; Strategic Brands segment (Strategic Brands), which is primarily consists of the various energy drink brands acquired from The Coca-Cola Company (TCCC) in 2015, as well as its affordable energy brands; Alcohol Brands segment (Alcohol Brands), which primarily consists of the various craft beers and hard seltzers purchased as part of its acquisition of CANarchy Craft Brewery Collective LLC (CANarchy) on February 17, 2022, as well as The Beast Unleashed FMBs; and Other segment (Other), which consists of certain products sold by American Fruits and Flavors LLC (AFF), a wholly-owned subsidiary of the company, to independent third-party customers (the AFF Third-Party Products).
The company’s Monster Energy Drinks segment primarily generates net operating revenues by selling ready-to-drink packaged energy drinks primarily to bottlers and full service beverage distributors. In some cases, the company sells directly to retail grocery and specialty chains, wholesalers, club stores, mass merchandisers, convenience chains, drug stores, foodservice customers, value stores, e-commerce retailers and the military.
The company’s Strategic Brands segment primarily generates net operating revenues by selling concentrates and/or beverage bases to authorized bottling and canning operations. Such bottlers generally combine the concentrates and/or beverage bases with sweeteners, water and other ingredients to produce ready-to-drink packaged energy drinks. The ready-to-drink packaged energy drinks are then sold to other bottlers, full service distributors or retailers, including retail grocery and specialty chains, wholesalers, club stores, mass merchandisers, convenience chains, foodservice customers, drug stores, value stores, e-commerce retailers and the military. To a lesser extent, the company’s Strategic Brands segment generates net operating revenues by selling certain ready-to-drink packaged energy drinks to bottlers and full service beverage distributors.
Generally, the Monster Energy Drinks segment generates higher per case net operating revenues, but lower per case gross profit margin percentages than the Strategic Brands segment.
The company’s Alcohol Brands segment primarily generates operating revenues by selling kegged and ready-to-drink canned beers, hard seltzers and FMBs, primarily to beer distributors in the United States.
Generally, the Alcohol Brands segment will have lower gross profit margin percentages than the Monster Energy Drinks segment.
CANarchy Acquisition
On February 17, 2022, the company completed its acquisition of CANarchy, a craft beer and hard seltzer company. The transaction facilitates the company’s entry into the alcohol beverage sector and brings the Cigar City family of brands including Jai Alai IPA and Florida Man IPA, the Oskar Blues family of brands, including Dale’s Pale Ale, Wild Basin Hard Seltzers, the Deep Ellum family of brands, including Dallas Blonde and Deep Ellum IPA, the Perrin Brewing Company family of brands, including Black Ale, the Squatters family of brands, including Hop Rising Double IPA and the Wasatch family of brands, including Apricot Hefeweizen to its beverage portfolio.
2022 Product Introductions
During 2022, the company continued to expand its existing energy drink portfolio by adding additional products to its portfolio in a number of countries and further developed its distribution markets. During 2022, the company sold the following new products to its customers: Java Monster Cold Brew Latte; Java Monster Cold Brew Sweet Black; Juice Monster Aussie Style Lemonade; Live+ Watermelon; Monster (stylized) Reserve Orange Dreamsicle; Monster Energy Lewis Hamilton 44 Zero Sugar; Monster Energy Ultra Peachy Keen; Mother Kiwi Sublime; Mother Lava Guava; Nalu Melon Splash; Play Fruit Punch; Play Peach; Predator Peach; Predator Red Apple; Rehab Monster Watermelon; Reign Total Body Fuel Reignbow Sherbet; Reign Total Body Fuel Tropical Storm; Relentless Peach; and Relentless Raspberry.
Products – Monster Energy Drinks segment
Monster Energy Drinks – a line of carbonated energy drinks. The company’s Monster Energy drinks contain vitamins, minerals, nutrients, herbs and other ingredients (collectively, supplement ingredients). The company offers the following energy drinks under the Monster Energy drink product line: Monster Energy, Monster Energy Zero Sugar, Lo-Carb Monster Energy, Monster Assault, Monster Mango Loco, Juice Monster Aussie Style Lemonade, Juice Monster Khaotic, Juice Monster Mango Loco, Juice Monster Pacific Punch, Juice Monster Papillon (Juiced Monster Monarch in certain countries) Juice Monster Pipeline Punch, Juice Monster Ripper, Monster Energy Import, Monster Energy Export, M3(stylized), Monster Mule, Monster Cuba Libre, Monster Energy Zero Ultra, Monster Energy Ultra Black, Monster Energy Ultra Blue, Monster Energy Ultra Fiesta Mango, Monster Energy Ultra Golden Pineapple, Monster Energy Ultra Paradise, Monster Energy Ultra Peachy Keen, Monster Energy Ultra Red, Monster Energy Ultra Rosa, Monster Energy Ultra Strawberry Dreams, Monster Energy Ultra Sunrise, Monster Energy Ultra Violet, Monster Energy Ultra Watermelon, Monster Energy Mixxd Punch, Monster Energy Valentino Rossi, Monster Energy Lewis Hamilton 44, Monster Energy Lewis Hamilton 44 Zero Sugar, Monster Energy Super Cola (Japan), Monster (stylized) Reserve Kiwi Strawberry, Monster (stylized) Reserve Orange Dreamsicle, Monster (stylized) Reserve Watermelon and Monster (stylized) Reserve White Pineapple.
Java Monster Coffee + Energy Drinks – a line of non-carbonated dairy based coffee + energy drinks. The company offers the following coffee + energy drinks under the Java Monster product line: Java Monster 300 French Vanilla, Java Monster 300 Mocha, Java Monster Cold Brew Latte, Java Monster Cold Brew Sweet Black, Java Monster Irish Blend, Java Monster Kona Blend, Java Monster Loca Moca, Java Monster Mean Bean, Java Monster Salted Caramel and Java Monster Vanilla Light.
Monster Energy Dragon Iced Tea Energy Teas – a line of non-carbonated energy teas. The company offers the following energy teas under the Monster Energy Dragon Iced Tea product line in different countries: Green Tea, Peach Tea, Raspberry Tea and Lemon Tea.
Monster Hydro includes two product lines: Energy Water and Super Sport. Monster Hydro Energy Water is a line of non-carbonated, lightly sweetened refreshment + energy drinks. The company offers the following refreshment + energy drinks under the Monster Hydro Energy Water product line: Blue Ice, Watermelon, Purple Passion and Tropical Thunder. Monster Hydro Super Sport is a line of non-carbonated, lightly sweetened refreshment + energy drinks that features an enhanced electrolyte blend and BCAA’s. The company offers the following refreshment + energy drinks under the Monster Hydro Super Sport product line: Blue Streak, Killer Kiwi, Macho Mango and Red Dawg.
Monster Energy Nitro – a line of carbonated energy drinks containing nitrous oxide. The company offers the following energy drinks under the Monster Energy Nitro product line: Cosmic Peach and Super Dry.
Monster Tour Water – a line of deep well still and sparkling waters.
Rehab Monster Energy Drinks – a line of non-carbonated energy drinks with electrolytes. The company offers the following energy drinks under the Rehab Monster product line: Peach Tea, Raspberry Tea, Strawberry Lemonade, Tea + Lemonade and Watermelon.
Reign Total Body Fuel High Performance Energy Drinks – a line of high performance energy drinks with BCAA’s, B vitamins, electrolytes and CoQ10 with zero sugar. The company offers the following high performance energy drinks under the Reign Total Body Fuel product line: Cherry Limeade, Lemon Hdz, Lilikoi Lychee, Mang-O-Matic, Melon Mania, Orange Dreamsicle, Peach Fizz, Razzle Berry, Reignbow Sherbet, Strawberry Sublime, Tropical Storm and White Gummy Bear.
Reign Inferno Thermogenic Fuel High Performance Energy Drinks – a line of high performance energy drinks with a thermogenic performance blend in addition to BCAA’s, B vitamins, electrolytes, and CoQ10 with zero sugar. The company offers the following high performance energy drinks under the Reign Inferno Thermogenic Fuel product line: Red Dragon and Watermelon Warlord.
Reign Storm Total Wellness Energy Drinks – a line of better-for-you energy drinks with natural caffeine, Biotin, Zinc, B vitamins, Vitamin A and Vitamin C, with zero sugar. The company offers the following under the Reign Storm Total Wellness Energy product line: Valencia Orange, Kiwi Blend, Peach Nectarine, and Harvest Grape.
True North Pure Energy Seltzers – a line of natural, plant-based energy drinks with an immunity boost, containing zero sugar, sweeteners, artificial flavors or colors. The company offers the following energy seltzers under the True North product line: Black Cherry, Cucumber Lime, Grapefruit Lemonade, Mandarin Yuzu, Watermelon Mist and White Peach Pear.
Products – Strategic Brands segment
BPM – a line of carbonated energy drinks. The company offers the following energy drinks under the BPM product line: Focus Berry Red, Mango and Sour Twist.
BU – a line of carbonated energy drinks. The company offers the following energy drink under the BU product line: Original.
Burn – a line of carbonated energy drinks. The company offers the following energy drinks under the Burn product line: Apple Kiwi, Blue, Dark Energy, Fruit Punch, Mango, Original, Passion Punch, Peach, Peach Mango, Pineapple, Royal, Sour Twist and Zero Raspberry.
Full Throttle – a line of carbonated energy drinks. The company offers the following energy drinks under the Full Throttle product line: Original (Citrus) and True Blue.
Fury – a line of affordable carbonated energy drinks. The company offers the following energy drinks under the Fury product line: Gold Strike and Mean Green.
Gladiator – a line of carbonated energy drinks. The company offers the following energy drink under the Gladiator product line: Original.
Live+ – a line of carbonated energy drinks. The company offers the following energy drinks under the Live+ product line: Ascend, Ignite, Persist and Watermelon.
Mother – a line of carbonated energy drinks. The company offers the following energy drinks under the Mother product line: Epic Swell, Frosty Berry, Kicked Apple, Kiwi Sublime, Lava Guava, Original, Passion, Sugar Free, Tropical BlastTM and Zero Sugar Razzle Berry.
Nalu – a line of carbonated energy drinks. The company offers the following energy drinks under the Nalu product line: Black Tea & Passion Fruit, Exotic, Frost, Green Tea & Ginger, Hibiscus Rooibos, Melon Splash, Original and Passion.
NOS – a line of carbonated energy drinks. The company offers the following energy drinks under the NOS product line: GT Grape, Original and Sonic Sour.
Play and Power Play (stylized) – a line of carbonated energy drinks. The company offers the following energy drinks under the Play and Power Play (stylized) product line: Apple Kiwi, Fruit Punch, Mango, Passion Fruit, Peach, Original and Sugar Free.
Predator – a line of affordable carbonated energy drinks. The company offers the following energy drinks under the Predator product line: Gold Strike, Malt Smash, Mango Mayhem, Mean Green, Peach, Purple Rain, Red Apple, Spicy Ginger and Tropical.
Relentless – a line of carbonated energy drinks. The company offers the following energy drinks under the Relentless product line: Apple Kiwi, Cherry, Origin, Passion Punch, Peach, and Raspberry.
Samurai – a line of carbonated energy drinks. The company offers the following energy drinks under the Samurai product line: Fruity and Strawberry.
Ultra Energy – a line of carbonated energy drinks. The company offers the following energy drinks under the Ultra Energy product line: Apple Kiwi, Original, Passion Punch, Peach Mango and Zero Raspberry.
Products – Alcohol Brands segment
Cigar City – a line of craft beers. The company offers the following brands under the Cigar City brand family: Jai Alai, Florida Man, and others.
Oskar Blues – a line of craft beers. The company offers the following brands under the Oskar Blues brand family: Dale’s Pale Ale, Double Dale’s, Mama’s Little Yella Pils, and others.
Deep Ellum – a line of craft beers. The company offers the following brands under the Deep Ellum brand family: Dallas Blonde, Deep Ellum IPA, and others.
Squatters – a line of craft beers. The company offers the following brands under the Squatters brand family: Hop Rising Double IPA, and others.
Wild Basin – a line of craft hard seltzers. The company offers the following flavors under the Wild Basin product line: Lemon, Grapefruit, Peach, Berry Sorbet, Black Cherry, Strawberry and others.
Wasatch – a line of craft beers. The company offers a number of brands under the Wasatch brand family including Apricot Hefeweizen and others.
Perrin – a line of craft beers. The company offers a number of brands under the Perrin brand family including Black Ale and others.
The Beast Unleashed – a line of FMBs. The company offers the following flavors under The Beast UnleashedTM brand family: Mean Green, Peach Perfect, Scary Berries, and White Haze.
Products – Other segment
AFF sells a limited number of products to independent third-party customers.
Other Products
The company continues to evaluate and, where considered appropriate, introduce additional products, flavors and types of beverages to complement its existing product lines. The company may also evaluate, and where considered appropriate, introduce additional types of consumer products it considers to be complementary to its existing products and/or to which its brand names are able to add value.
The company also sells and/or enters into license agreements that generate revenues associated with third-party sales of non-beverage products bearing the company’s trademarks including, but not limited to, clothing, backpacks, hats, t-shirts, jackets, helmets and automotive wheels.
Products – Packaging
The company’s products are packaged in a variety of different package types and sizes, including, but not limited to, aluminum cans, aluminum cap cans, sleek aluminum cans, aluminum cans with re-sealable ends, kegs, as well as polyethylene terephthalate (PET) plastic bottles.
Manufacture and Distribution
AFF develops and manufactures the primary flavors for the company’s Monster Energy Drinks segment.
In 2022, the company continued to outsource the manufacturing process for its finished goods energy drink products to third-party bottlers and contract packers.
The company purchases flavor ingredients, flavors, concentrates, sweeteners, juices, supplement ingredients, cans, bottles, caps, labels, trays, boxes and other ingredients for its non-alcohol products from ingredient suppliers, which are delivered to its various third-party bottlers and co-packers. In some cases, certain common supplies may be purchased by the company’s various third-party bottlers and co-packers. Depending on the product, the third-party bottlers or co-packers add filtered water and/or other ingredients (including supplement ingredients) for the manufacture and packaging of the finished products into its approved containers in accordance with its recipes and formulas. Depending on the beverage, the bottler/packer may also add carbonation to the products as part of the production process.
For its Strategic Brands segment, the company primarily purchases concentrates and/or beverage bases from ingredient suppliers, which are then sold to certain of its various third-party bottlers/distributors. The third-party bottlers/distributors are responsible for the manufacture and packaging of the finished products, including the procurement of all other required ingredients and packaging materials. For certain limited products in the Strategic Brands segment, the company may purchase flavors, concentrates, sweeteners, juices, supplement ingredients, cans, bottles, caps, labels, trays, boxes and other ingredients for its Strategic Brand products from its suppliers, which are delivered to its various third-party bottlers and co-packers.
For its Alcohol Brands segment, the company purchases cans, cartons, hops, malt, yeast, sugar, ethanol and other additives and flavorings and packaging materials from ingredient and raw material suppliers to be used in the brewing, fermentation, and packaging of alcohol beers and FMB products. The company granted a right-of-use for any kegs used in production from a third-party supplier at a contracted rate per fill. Most of the company’s alcohol finished goods are manufactured at one of its seven owned or leased manufacturing facilities, but it has started and will increase production and packaging at co-packers as it requires additional capacity.
Co-Packing Arrangements
All of its non-alcohol and certain alcohol finished goods are manufactured by various third-party bottlers and co-packers situated throughout the United States and abroad, under separate arrangements with each party. For its Monster Energy Drinks segment, the company is generally responsible for arranging for the purchase and delivery to its third-party bottlers and co-packers of the containers in which its beverage products are packaged.
The company’s products are packaged in a number of locations, both domestically and internationally. As distribution volumes increase in both its domestic and international markets, the company will continue to source additional packing arrangements.
For most of its products there are limited co-packing facilities in the company’s domestic and international markets with adequate capacity and/or suitable equipment to package its products.
The company continues to actively seek alternative and/or additional co-packing facilities around the world (including in Africa, Asia, Australia, Central and South America, China, Europe, India, Mexico, the Middle East and the United States) with adequate capacity and capability for the production of its various products to minimize transportation costs and transportation-related damages, as well as to mitigate the risk of a disruption in production and/or importation.
Distribution Agreements
Monster Energy Distribution Agreements
The company has entered into agreements with various bottlers/distributors providing for the distribution of its Monster Energy energy drinks during initial terms of up to twenty years, which may be renewed thereafter for additional terms ranging from one to five years, subject to certain terms and conditions, which may vary depending on the form of the agreement.
Strategic Brands Distribution Agreements
The company has entered into distribution coordination agreements with TCCC pursuant to which it has designated, and in the future may designate, subject to TCCC’s approval, territories in which TCCC network bottlers will distribute its Strategic Brands energy drinks. The company has entered into agreements with various TCCC network bottlers, both in the United States and internationally, providing for the distribution and sale of its Strategic Brands energy drinks.
Alcohol Brands Distribution Agreements
CANarchy has entered into agreements with various beer distributors, both in the United States and internationally, providing for the distribution of the company’s alcohol products. Such agreements have varying terms and durations. CANarchy, along with Monster Brewing LLC, has also entered into distribution agreements with licensed beer distributors for the exclusive distribution of certain beverages in agreed upon territories.
Suppliers
AFF is the primary flavor supplier for the company’s Monster Energy brand energy drinks. The company also purchases flavors from other suppliers, as well as juices, supplement ingredients, glucose, sugar, sucralose, other sweeteners and other ingredients from independent suppliers located in the United States and abroad. For its Strategic Brands energy drinks, the company purchases flavors, concentrates and/or beverage bases from flavor suppliers, including TCCC in the United States and abroad.
For certain flavors purchased from third-party suppliers and used in certain of its Monster Energy brand energy drinks, Strategic Brands energy drinks and/or its alcohol drinks, these third-party flavor suppliers own the proprietary rights to certain of their flavor formulas.
Sales and Marketing
The company partners with its bottlers/distributors and/or retailers to assist its marketing efforts.
Customers
The company’s non-alcohol customers are primarily full service beverage bottlers/distributors, retail grocery and specialty chains, wholesalers, club stores, mass merchandisers, convenience chains, foodservice customers, value stores, e-commerce retailers and the military. The company’s alcohol customers are primarily beer distributors who in turn sell to retailers within the alcohol distribution system. Percentages of the company’s gross billings to its various customer types for the years ended December 31, 2022, are reflected below. Such information includes sales made by the company directly to the customer types concerned, which include its full service beverage bottlers/distributors in the United States. Such full service beverage bottlers/distributors in turn sell certain of the company’s products to some of the same customer types. The company limits its description of its customer types to include only its sales to its full service bottlers/distributors without reference to such bottlers/distributors’ sales to their own customers.
The company’s non-alcohol customers include Coca-Cola Canada Bottling Limited, Coca-Cola Consolidated, Inc., Coca-Cola Bottling Company United, Inc., Reyes Coca-Cola Bottling, LLC, Coca-Cola Southwest Beverages LLC, The Coca-Cola Bottling Company of Northern New England, Inc., Swire Pacific Holdings, Inc. (USA), Liberty Coca-Cola Beverages, LLC, Coca-Cola Europacific Partners, Coca-Cola Hellenic, Coca-Cola FEMSA, Swire Coca-Cola (China), COFCO Coca-Cola, Coca-Cola Beverages Africa, Coca-Cola Içecek and certain other TCCC network bottlers, Asahi Soft Drinks, Co., Ltd., Wal-Mart, Inc. (including Sam’s Club), Costco Wholesale Corporation and Amazon.com, Inc.
The company’s alcohol customers include J.J. Taylor Distributing, Ben E. Keith, Reyes Beer Division, Sheehan Family Companies, and Admiral Beverage.
A decision by any large customer to decrease amounts purchased from the company or to cease carrying its products could have a material adverse effect on its financial condition and results of operations.
Coca-Cola Consolidated, Inc. accounted for approximately 11% of the company’s net sales for the years ended December 31, 2022.
Reyes Coca-Cola Bottling, LLC accounted for approximately 9% of the company’s net sales for the years ended December 31, 2022.
Coca-Cola Europacific Partners accounted for approximately 13% of the company’s net sales for the years ended December 31, 2022.
Intellectual Property
The company has more than 17,500 registered trademarks and pending applications in various countries worldwide, and it applies for new trademarks on an ongoing basis. The company regards its trademarks, service marks, copyrights, domain names, trade dress and other intellectual property as very important to its business. The company consider Monster, Monster Energy, , Monster Energy Ultra, Monster Dragon Iced Tea, Unleash the Beast!, Rehab Monster, Java Monster, Muscle Monster, Punch Monster, Juice Monster, Hydro (stylized), Monster HydroSport Super Fuel, Hydro Super Sport, Monster Super Fuel, Espresso Monster, Monster Energy Nitro, Reign Total Body Fuel, Reign Inferno, Reign Storm, True North, BU, Nalu, NOS, Full Throttle, Burn, Mother, Ultra Energy, Play and Power Play (stylized), Relentless, Predator, Fury, Live+, BPM, Gladiator, Samurai, Oskar Blues Brewery, Cigar City, Deep Ellum Brewing Co, Perrin Brewing Company, Squatters, Wasatch, Jai Alai, Dale’s Pale Ale, Dallas Blonde, Wild Basin, Dale’s, Mama’s Little Yella Pils, Hop Rising and The Beast Unleashed to be its core trademarks. The company also owns the intellectual property of its most important flavors for certain of its Monster Energy Brand energy drinks in perpetuity.
The company has registered Monster, Monster Energy, Monster Energy Ultra, Unleash the Beast!, Rehab Monster, Java Monster, Muscle Monster, Punch Monster, Juice Monster, Hydro (stylized), Espresso Monster, True North, BU, Nalu, Burn, Mother, Play, Power Play (stylized), Relentless, Ultra Energy, BPM, Predator, Fury, Live+, Gladiator, Samurai, Reign, Reign Total Body Fuel and Reign Inferno outside of the United States in certain jurisdictions.
Competition
The company’s products compete with all liquid refreshments and in many cases with products of much larger and in some cases better financed competitors, including the products of numerous nationally and internationally known producers, such as TCCC, PepsiCo, Inc. (PepsiCo), Keurig Dr. Pepper Inc. (KDP) and Red Bull GmbH.
Domestically, the company’s energy drinks compete directly with Red Bull, Rockstar, MTN Dew Amp, MTN Dew Kickstart, MTN Dew GameFuel and MTN Dew Energy, G Fuel, Venom, VPX Redline, 5-Hour Energy Shots, MiO Energy, VPX Bang, V8 + Energy, Uptime, hi*ball, CELSIUS, C4, Alani Nu, 3D Energy, ZOA Energy, Rowdy Energy, GHOST Energy, Gatorade Fast Twitch, Prime Energy, Starbucks BAYA Energy, Guayaki Yerba Mate, Optimum Nutrition, Adrenaline Shoc and many other brands.
The company also competes with companies that are smaller or primarily national or local in operations, such as CELSIUS, PRIME, C4, Alani Nu, Bang, GHOST, and others, as well as local craft breweries in its Alcohol Brands segment.
Internationally, the company’s energy drinks compete with Red Bull (including non-carbonated Red Bull in China and Asia), Rockstar, V-Energy, Lucozade, and numerous local and private-label brands that usually differ from country to country, such as HELL, Amper, Shock, Tiger, Fearless, Boost, TNT, Shark, Dragon, Score, Sting, Hot 6, Suntory ZONE, Battery, Bullit, Flash Up, Black, Non-Stop, Bomba, Semtex, Vive 100, Dark Dog, Speed, Guarana, M-150, Lipovitan, Bacchus, Volt, Bolt, Mr. Big, Boom, Raptor, Amp, Fusion, Hi-Tiger, Eastroc Super Drink, Carabao, Power Horse, XL, Crazy Tiger, Effect, Missile, Nocco, Adrenaline Rush, Real Gold, War Horse, BLU, CELSIUS, Eneryeti, GURU Organic Energy and a host of other international brands.
The company’s Reign Total Body Fuel and Reign Inferno Thermogenic Fuel high performance energy drinks compete with VPX Bang, Adrenaline Shoc, C4, CELSIUS HEAT, NOCCO, Rockstar XDURANCE, Ghost Energy, G Fuel, VPX Redline, Bucked Up Energy, and 3D in the performance energy category.
The company’s Java Monster product line competes directly with Starbucks Frappuccino, Starbucks Doubleshot, Starbucks Tripleshot and other Starbucks coffee drinks, Costa Coffee, Dunkin Donuts, Stok, High Brew, Douwe Egberts Coffee, Emmi CAFFÈ, Bang Keto Coffee, Nescafe, Black Rifle, International Delight, Rise Brewing Co. and Black Stag.
The company’s Monster Hydro Energy Water and Monster Hydro Super Sport product lines compete directly with BODYARMOR, Vitamin Water, Sparkling Ice, Bai, Propel, Vita Coco, Lucozade, Powerade, Gatorade, Gatorade Fast Twitch, Gatorade Bolt24 and Prime Hydration.
The company’s True North Pure Energy Seltzer product line competes directly with Celsius and Alani Nu.
The company’s CANarchy family of products and The Beast Unleashed product line competes within the FMB, hard seltzer, and craft beer categories of the alcohol beverage industry. Competition includes microbreweries, regional brewers, national craft brewers, and large international and domestic producers of beers, FMBs, and hard seltzers, such as Molson Coors, Constellation Brands, AB InBev, The Boston Beer Company and The Mark Anthony Group among many others.
Government Regulation
The production, distribution and sale in the United States of majority of the company’s products are subject to various U.S. federal, state and local regulations, including but not limited to, the Federal Food, Drug and Cosmetic Act; the Occupational Safety and Health Act and various state laws and regulations governing workplace health and safety; various environmental statutes; the Safe Drinking Water and Toxic Enforcement Act of 1986 (California Proposition 65); various state and federal laws and regulations pertaining to the sale and distribution of alcoholic beverages; and data privacy and personal data protection laws and regulations, including the California Consumer Privacy Act of 2018 (as modified by the California Privacy Rights Act) and various other federal, state and local statutes and regulations applicable to the production, transportation, sale, safety, advertising, marketing, labeling, packaging, and ingredients of such products.
In California, the company is subject to California Proposition 65, a law, which requires that a specified warning be provided before exposing California consumers to any product that contains in excess of threshold amounts of a substance listed by California as having been found to cause cancer or reproductive toxicity.
In California, the company is required to collect redemption values from its customers and to remit such redemption values to the State of California Department of Resources Recycling and Recovery based upon the number of cans and bottles of certain carbonated and non-carbonated products sold.
History
The company was founded in 1985. It was incorporated in Delaware in 1990. The company was formerly known as Hansen Natural Corporation and changed its name to Monster Beverage Corporation in 2012.
