Monster Beverage Corporation Overview
Company Headquarters: California U.S.
Founded: 1985
Workforce: 2,187 employees as of December 2017
Company Working: Monster Beverage, through its different subsidiaries develops, markets, sells, and distributes energy drink beverages, soda, and its concentrates in the United States and globally. It operates through three segments: Monster Energy Drinks, Strategic Brands, and Other. It produces ready-to-drink packaged drinks, non-carbonated dairy based coffee and energy drinks, and non-carbonated energy shakes primarily to bottlers and full-service beverage distributors. The company sells its products under the brands Monster Energy, Monster Energy Ultra, Monster Rehab, Monster Energy Extra Strength Nitrous Technology, Java Monster, Muscle Monster, Punch Monster, Juice Monster, Übermonster, BU, Mutant Super Soda, Monster Hydro, Espresso Monster, Caffé Monster, Nalu, NOS, Full Throttle, Burn, Mother, Ultra Energy, Play and Power Play(stylized), Relentless, BPM, Gladiator, and Samurai brands. The company was known as Hansen Natural Corporation until it changed its name to Monster Beverage Corporation in January 2012
Strategy
The company focuses on entering into the alcohol category and development of its alcoholic portfolio as a part of its growth strategy. In line with this, in February 2022, the company entered into an agreement to acquire CANarchy Craft Brewery Collective LLC, a producer of craft beer and hard seltzer. The acquisition would provide the company with a fully operational infrastructure, including staff, distribution, and licensing, and expertise in alcoholic beverage development and manufacture. This deal would add Cigar City, Oskar Blues, Deep Ellum, Perrin Brewing, Squatters, and Wasatch brands to the company’s portfolio. It also provides an e opportunity for Monster Beverage to expand its already diverse product portfolio.
The company has a strong marketing and distribution network that expands customer reach and brand awareness. Monster Beverage distributes its products in the domestic and international markets through distribution agreements with bottlers or distributors. It had domestic and international distribution agreements with TCCC and Coca-Cola Refreshments to distribute and sell its Monster Energy brand drinks, and with TCCC and TCCC network bottlers to distribute and market its strategic brands of energy drinks in the US and internationally. The company also entered into agreements with TCCC network bottlers for the distribution of certain Monster Energy brand products in the US and internationally. Monster Beverage markets its products through branded vehicles and other promotional vehicles at events to promote its products. It also advertises its products through in-store placement of point-of-sale materials, shelf and display space exposure, sales outlets (including racks, coolers, and barrel coolers), in-store promotions, advertisements, endorsements, sponsorships, outdoor and in-store posters, social media, and coupons. The company collaborates with distributors, retailers, and bottlers to promote its products.
