From alcohol to wellness energy: Monster’s ‘broad innovation base’ hopes to reap rewards with 2023 launches
Monster is known for its energy drinks. But the company has been rolling out The Beast Unleashed – its alcohol beverage launch – in the US.
CEO Rodney Sacks says he’s pleased with early results and anticipates expanding past the initial six launch states later this year, with the goal of national distribution by the end of 2023.
Past that, it’s rolling out Reign Storm – a healthier looking ‘total wellness energy drink’ – to address what it describes as a ‘compelling opportunity in the energy drink category’.
