11/24/2023 0 Comments Brown monster drink![]() The Coca-Cola Company and PepsiCo have both launched into RTD alcohol (more on this below.) through tie-ups with alcohol beverage companies who boast the appropriate know-how in the alcohol beverage sector: knowing this can differ enormously from soft drinks from regulatory processes to distribution set-ups. “We look forward to sharing news of such additional alcohol beverage products at a later date.” “ Our alcohol innovation pipeline is robust, with a number of additional innovative product lines currently under development,” said Sacks in last week’s earnings call. This year the company has filed for a raft of trademarks in the alcoholic beverage category: including Juice Monster Spiked, Hard Juice Monster, Khaotic, Dragon Tea, Eden Apple, Aussie Style Lemonade, and Pacific Punch: suggesting the company is considering both new brands and line extensions. 'Our alcohol innovation pipeline is robust'īut past the launch of The Beast Unleashed, Sacks promises a long-term strategy in alcohol with several other alcoholic beverages in the works. Monster aims for the drink to have national distribution by the end of 2023. ![]() The Beast Unleashed will be launched through beer distributors in the US in state-by-state phases starting at the end of the year. The drink will initially be offered in 16 oz single-serve cans, as well as in a 12 can variety pack with 12 oz sleek cans. There will be four flavors in the line: as of yet unrevealed but 'full-bodied, bold flavors' taking their inspiration from Monster’s ‘well-known and popular flavor profiles’ (of which Monster has nearing 40: ranging from a variety of tropical punch style flavors through to coffee/chocolate). Less than a year later, the launch of The Beast Unleashed is set to follow. While Monster has revealed few details about drink's flavors, look or target audience, Sacks says it ‘will leverage Monster’s brand equity, while carving out its own unique space in the beverage alcohol sector and will be distinguishable from the many hard seltzer brands that have become so ubiquitous over the last several years’. Monster labelled this acquisition as its ‘springboard to enter the alcoholic beverage sector’, gaining a fully in-place infrastructure, including people, distribution and licenses, along with alcoholic beverage development expertise and manufacturing capabilities in the industry. Net sales for Monster’s Alcohol Brands segment, which is comprised of the various craft beers and hard seltzers purchased as part of the CANarchy transaction on February 17, 2022, were $32.4m for Q2, 2022 (this being Monster's first full quarter in alcohol). Packaging & Packing Materials, Containers.Processing Equipment & Systems, Automation, Control.Filling & Packaging Equipment & Systems.
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