Skip to Content

Monster Beverage

« Back to Glossary Index

**History and Corporate Development:**
– Founded in 1935 by Hubert Hansen and his sons.
– Underwent multiple name changes such as Hansens Juices, The Fresh Juice Company of California, and Hansen Natural Company.
– Filed for bankruptcy in 1988 before going public in 1990.
– Introduced its first energy drink, Hansens Energy, in 1997.
– Renamed Monster Beverage Corporation in 2012.
– Acquired CANarchy Craft Brewery Collective for US$330 million in 2022.

**Financial Performance:**
– Fiscal year 2017 earnings of US$821 million with revenue of US$3.369 billion.
– Market capitalization valued at US$29.9 billion in November 2018.
– Demonstrated revenue and net income growth over the years.
– Shares traded at over $51 per share.

**Product Offerings:**
Diet Soda: Available in ten flavors sweetened with acesulfame potassium and sucralose, including Cola, Black Cherry, Peach, and Root Beer.
– Drink Mixers: Offers Tonic, Ginger Ale, and Club Soda mixers.
– Fruit Juices: Offers thirteen fruit juices in 64-ounce PET bottles, with varieties like Apple, Grape, Pineapple, and Pomegranate.
– Juices for Children: Launched Juice Blast and Juice Slam lines specifically for children, including the acquisition of Junior Juice beverage business.
– Other Beverages: Includes Smoothies, Rumba Energy Juice, Energade, Energy Formula, and the SELF Beauty Elixir line.

**Sponsorship and Market Presence:**
– Sponsored NASCAR’s premier series from 2016 to 2019 and individual drivers like Tyler Reddick, Ty Gibbs, and Riley Herbst.
– Sponsors events like the Professional Bull Riders Unleash the Beast Series and AMA Supercross.
– Marketed through various acquisitions and mergers, including the acquisition of Bang Energy in 2023.

**Controversies and External References:**
– Faced controversies related to an abusive and discriminatory culture, with specific incidents involving key personnel like Brent Hamilton, Phillip Deitrich, and John Kenneally.
– References include the 2023 Annual Report by the U.S. Securities and Exchange Commission, market share data from, and articles like ‘Generation jitters: are we addicted to caffeine?’ by Murray Carpenter in The Guardian.
– External links to the official website, SEC filings, and business data on platforms like Google and Yahoo!

Monster Beverage (Wikipedia)

Monster Beverage Corporation is an American beverage company that manufactures energy drinks including Monster Energy, Relentless and Burn. The company was originally founded as Hansen's in 1935 in Southern California, originally selling juice products. The company renamed itself as Monster Beverage in 2012.

Monster Beverage Corporation
FormerlyHansen Natural Corporation
Company typePublic
Founded1935; 89 years ago (1935)
(as Hansen's)
Southern California
FounderHubert Hansen
Key people
ProductsEnergy drinks
RevenueIncrease US$7.14 billion (2023)
Increase US$1.95 billion (2023)
Increase US$1.63 billion (2023)
Total assetsIncrease US$9.69 billion (2023)
Total equityIncrease US$8.23 billion (2023)
Number of employees
5,254 (2023)
Footnotes / references

As of 2020, Monster held 39% of the $86 billion global energy drink market, the second highest share after Red Bull.

« Back to Glossary Index