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Monster Beverage

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"Hansen's" redirects here. For other uses, seeHansen.

Monster Beverage Corporation
FormerlyHansen Natural Corporation
Company typePublic
Founded1935;89 years ago(1935),inSouthern California(as Hansen's)
FounderHubert Hansen
Headquarters
Corona, California
,
U.S.
Key people
ProductsEnergy drinks
RevenueIncreaseUS$7.14 billion(2023)
IncreaseUS$1.95 billion (2023)
IncreaseUS$1.63 billion (2023)
Total assetsIncreaseUS$9.69 billion (2023)
Total equityIncreaseUS$8.23 billion (2023)
Number of employees
5,254 (2023)
Websitemonsterbevcorp
Footnotes / references
[1]

Monster Beverage Corporation[2]is an Americanbeverage companythat manufacturesenergy drinksincludingMonster Energy,RelentlessandBurn.The company was originally founded asHansen'sin 1935 inSouthern California,originally selling juice products. The company renamed itself as Monster Beverage in 2012.

As of 2020, Monster held 39% of the $86 billion global energy drink market, the second highest share afterRed Bull.[3]

History[edit]

Hansen's was founded in 1935.[4]In the 1930s, Hubert Hansen and his three sons began selling juice to film studios and retailers in Southern California under the Hansen's name. In the 1970s, Tim Hansen (the grandson of Hubert) developed and marketed a variety of sodas and juices, also under the Hansen's label.[5]

The company became Hansen's Juices, and later The Fresh Juice Company of California. The plant that was opened inLos Angelesin 1946 was used until operations were moved to a new plant inAzusa, Californiain 1993. The company filed for bankruptcy in 1988, and was acquired by the California CoPackers Corporation and renamed Hansen Natural Company. In 1990, Hansen's went public with aninitial public offering.[6]In 1997, Hansen's launched their first energy drink, called Hansen's Energy.[7]In 1998, the company moved fromAnaheim, CaliforniatoCorona, California.On January 5, 2012, after energy drinks had grown to the largest source of revenue, shareholders agreed to change the name of the company from Hansen's Natural to Monster Beverage Corporation, under the new ticker MNST. Shareholders also approved an increase in the number of authorized shares of common stock to 240,000,000 shares from 120,000,000 shares.[8]

In April 2008, the U.S.Food and Drug Administrationruled products containinghigh-fructose corn syrupcould not be labeled "natural".[9]Shortly after, Hansen's Natural Corporation announced they had begun using cane sugar instead.[10]

In September 2009, Hansen brand Monster Energy sent acease and desistletter toRock Art Brewery,demanding themicrobrewerystop selling its new Vermonster beer, drop its pursuit of a federal trademark for the name, and pay Hansen's lawyer fees. This resulted in a boycott of all Hansen products by a few Vermont retailers.[11]

TheCoca-Cola Companybought a 16.7% stake for $2.15 billion in Monster Beverage Corp in 2015. This stake peaked at 19.3% due to share buybacks conducted by Monster Beverage Corp in 2018.[12][13]

In January 2022, the company acquired CANarchy Craft Brewery Collective forUS$330 million.[14]In February 2022, it was reported Monster andConstellation Brandswere considering a merger which would have a combined market capitalization above $90 billion.[15]In June 2023, Monster reached an agreement to acquire Vital Pharmaceuticals, the owner ofBang Energy.[16]

Sponsorship[edit]

NASCARannounced on December 1, 2016, a multi-year deal that will make Monster Energy only the third entitlement sponsor in itspremier serieshistory.[17]However, this deal ended after the 2019 race season, and the series will be known as simply the "NASCAR Cup Series" from 2020 onward. The company is expected to continue sponsoring individual drivers, includingTyler Reddick,Ty GibbsandRiley Herbstinto the future. Monster remains a secondary sponsor.

Professional Bull RidersUnleash the Beast Seriescarries a Monster Energy sponsorship.

World of Outlawsfeatures the NOS brand as its title sponsor.

AMA Supercross[18]features Monster Energy as its title sponsor.

Finances[edit]

For the fiscal year 2017, Monster Beverage reported earnings of US$821 million, with an annual revenue of US$3.369 billion, an increase of 10.5% over the previous fiscal cycle. Monster Beverage's shares traded at over $51 per share, and its market capitalization was valued at US$29.9 billion in November 2018.[19]

Year Revenue
in mil. USD$ 		Net income
in mil. USD$ 		Total assets
in mil. USD$ 		Price per share
in USD$ 		Employees
2005 349 63 164 1.75
2006 606 98 308 5.49
2007 904 149 545 7.30
2008 1,034 108 762 5.27
2009 1,143 209 800 5.81
2010 1,304 212 1,147 7.36
2011 1,703 286 1,362 12.44
2012 2,061 340 1,043 19.77
2013 2,246 339 1,421 18.65 1,571
2014 2,465 483 1,939 26.79 1,538
2015 2,723 547 5,571 45.46 1,659
2016 3,049 713 4,153 47.66 1,836
2017 3,369 821 4,791 51.69 2,114

Products[edit]

Former products[edit]

Natural soda[edit]

Natural Sodacame in twelve flavors: Original Cola, Ginger Ale, Key Lime Twist, Cherry Vanilla Creme, Grapefruit, Kiwi Strawberry, Vanilla Cola, Mandarin Lime, Creamy Root Beer, Raspberry, Mango Orange, and Pomegranate.[20]All Hansen's sodas are made withcane sugar.

Diet soda[edit]

TheirDiet Sodawas available in ten flavors: Cola, Black Cherry, Peach, Kiwi Strawberry, Vanilla Cherry Crème, Tangerine, Lime, Ginger Ale, Root Beer, Grapefruit, and Pomegranate. Hansen's diet soda is sweetened withacesulfame potassiumandsucralose.All diet sodas are OU Kosher certified.[4][failed verification]

Drink mixers[edit]

Monster Beverage sells three flavors ofsoda mixer:Tonic, Ginger Ale, and Club Soda.

Fruit juices[edit]

The company sells thirteen fruit juices in 64-ouncePETbottles, several of which are available in smaller bottles for kids. These include Apple, Grape, White Grape, Pineapple, Apple Grape, Apple Strawberry, Orange, Cranberry Apple, Ruby Red Grapefruit, Pomegranate, Organic Apple White Grape, Organic Apple Wild Berry and Organic Apple. Hansen's Natural Organic Apple Juice is made solely from concentrates the company obtains from China. Hansen's uses concentrates from China in other varieties of its juices, despite the availability of such juice concentrates made from fruit grown and processed in the United States, which grows an abundance of apples, as well as many of the other fruits used in Hansen's juice products. These juices contain 120% of the United States Recommended Daily Allowances (USRDA) for Vitamin C (except Pomegranate, which contains 100%).[citation needed]

In 2009, Monster Beverage introduced Hansen's Natural Lo-Cal 64-ounce juice cocktails, in four flavors. They are sweetened withTruvia.

Hansen's fruit juice smoothies contain approximately 25% juice and provide 100% of the recommended daily adult intake of Vitamins A, C, and E. They are packaged in 11.5-ounce aluminum cans.

Juices for children[edit]

Hansen's Juice Blast line of children's juice drinks was launched in conjunction withCostcoand sold in Costco stores. Hansen also has a Juice Slam line of children's juice drinks. Both lines are sold in 6.75-ounce boxes.

In May 2001, Hansen's acquired theJunior Juicebeverage business.[21]Hansen's Junior Juice is 100% juice, sold in 4.23-ounce cartons and targeted at toddlers and preschoolers. Certain flavors of Junior Juice have calcium added and all flavors contain 100% of the daily recommended allowance of Vitamin C. The brand was introduced in 1991 byMcCain Foods,[22]and sold to the Pasco Beverage Group in 2000[23]before being sold again, to Hansen's. Hansen's replaced the original four mascots, Uncle Froggy, Emily the Mouse, Ronald Rabbit, and Nick the Fox,[24]withClifford the Big Red Dog.

In July 2008, Hansen's introduced Hansen's OrganicJunior Water,in 4.23-ounce packages aimed at children between two and six years old. The Hansen's Organic Junior Water line of flavored water contains 100% of the daily recommended allowance of Vitamin C and thirty calories per serving. Also in 2008, organic Junior Water was introduced. Hansen's later introduced Coconut Water Twist, containingcoconut water,[25]and Garden Twist, a combination of fruits and vegetables, which is the only Junior Juice variant to be sold in bottles.[25]

Other beverages[edit]

Smoothies,Rumba Energy Juice,Energade,andEnergy Formula,are minor products. Monster ownsBlue Sky Beverage Company,which manufactures several soft drinks. Monster produces theMonster,Lost,andRumbaenergy drinks,which were previously distributed in the United States byAnheuser Busch.[26]

In August 2009, Hansen's introduced the SELF Beauty Elixir line, a low-calorie beverage containing vitamins, minerals, natural fruit & botanical extracts, antioxidants and 30% fruit juice. The beverage contains 35 calories and a low amount of sodium per 8-ounce aluminum can.

Signature Soda[edit]

Hansen'sSignature Sodaline included Black Cherry, Vanilla Cream, Orange Cream,Ginger Beer,andSarsaparillaflavors.[4]

Natural and diet tea sodas[edit]

Hansen's Natural and Diet Soda flavors included: Black Cherry, Tangerine, Tropical, Orange Mango, Peach Mango, Peach, Cherry, Cranberry, Clear Root Beer, Vanilla Coffee, Low Cal Wildberry, Low Cal Cola, and Low Cal Creamy Cola.

In 2006, Hansen's introduced a line of iced teas in 16-ounce PET bottles. Some varieties were sweetened with cane sugar and some were unsweetened. Flavors included Lemon Mint, Pomegranate, Ginger, and Tangerine. There were also three flavors of dietgreen teasoda: Lemon Mint, Ginger and Tangerine. Each bottle of tea contained 75 mg ofEpigallocatechin gallate.Hansen's also madetea bags.

Controversies[edit]

In 2018,The Huffington Postpublished an article in which five women accused Monster Beverage of having an abusive and discriminatory culture.[27]Brent Hamilton, then head of music marketing at Monster Energy, had been charged with assault for strangling and biting his girlfriend in 2016, but he wasn't let go until 2019, allegedly for sexual misconduct.[28]Manager Phillip Deitrich regularly humiliated and boycotted a female subordinate in public, and denied her increases in compensation. VP John Kenneally was accused of retaliation, bullying, and sexual harassment. According to three women, he subverted their reputations and forced them to abandon the company. One woman had responded to his advances but suffered nothing but abuse as a consequence of his jealous personality. She was ultimately forced out of the company by Kenneally after objecting to him calling her a "whore". Kenneally was fired two weeks after the article was released.[28]In March 2018, a sixth woman came forward, accusing retired manager Ted Cook of sexual harassment, and claimed being fired for mercurial reasons.[29]

References[edit]

  1. ^"2023 Annual Report".U.S. Securities and Exchange Commission. February 29, 2024.RetrievedMarch 2,2024.
  2. ^"Evolution of Merchandising in the Apparel Industry and Management of Private Label Apparel in the Retail Industry",Apparel Merchandising,Fairchild Publications, pp. 1–50, 2014,doi:10.5040/9781501303241.ch-001,ISBN978-1-5013-0324-1
  3. ^"Energy Drink Market Share".T4.ai.August 16, 2020. Archived fromthe originalon April 22, 2023.RetrievedDecember 31,2020.
  4. ^abc"Hansen's Natural Sodas".Hansens.
  5. ^"Hansen's Natural Sodas".Hansens.Archived fromthe originalon February 22, 2010.RetrievedFebruary 17,2010.
  6. ^"Monster Beverage's Record Quarter".Front Office Sports.RetrievedJanuary 30,2024.
  7. ^Carpenter, Murray (March 8, 2014)."Generation jitters: are we addicted to caffeine?".The Guardian.ISSN0261-3077.RetrievedJanuary 30,2024.
  8. ^"New Stock Ticker Press release"(PDF).Archived fromthe original(PDF)on September 26, 2018.RetrievedJuly 6,2012.
  9. ^Mueller, Sue.FDA: High fructose corn syrup not naturalArchivedAugust 14, 2020, at theWayback Machine,Foodconsumer.org, April 22, 2008
  10. ^"Natural Soda".Marketwire.RetrievedJanuary 15,2022.
  11. ^"Monster Problem for Rock Art - WCAX.COM Local Vermont News, Weather and Sports".Wcax.October 9, 2009. Archived fromthe originalon June 22, 2012.RetrievedNovember 19,2012.
  12. ^Byington, Lillianna (November 9, 2018)."Coca-Cola in fight with Monster over new energy drinks".Fooddive.
  13. ^"2021 Proxy statement".Sec.gov.
  14. ^"Monster Beverage to buy craft-beer maker in alcohol market drive".Reuters.January 13, 2022.RetrievedJanuary 15,2022.
  15. ^"Monster Beverage and Constellation Mergers Talks Are Progressing".Bloomberg.February 14, 2022.
  16. ^"Monster Close to Acquiring Rival Bang Energy For $362 Million".Bloomberg.June 29, 2023.RetrievedJuly 1,2023.
  17. ^"Monster Energy backing NASCAR's top series".ESPN.December 1, 2016.RetrievedJanuary 15,2022.
  18. ^"The Official Site of Monster Energy® AMA Supercross".supercrosslive.RetrievedJuly 23,2022.
  19. ^"Monster Beverage Revenue 2006-2018 | MNST".Macrotrends.net.RetrievedNovember 5,2018.
  20. ^"Hansen's Natural Sodas".Hansens.Archived fromthe originalon January 30, 2010.RetrievedJanuary 19,2010.
  21. ^"Hansen Buys Junior Juice"Nutraceuticals World, July 1, 2001
  22. ^"McCain Citrus: the little juice company grows up" Business Library, April–May 1992
  23. ^"Pasco adds McCain Citrus, sells 'Old South' brand" Business Library, May 8, 2000
  24. ^"YouTube".Youtube.Archived fromthe originalon July 27, 2013.
  25. ^ab"Hansen's Natural Sodas".Hansens.Archived fromthe originalon July 14, 2012.RetrievedJuly 4,2012.
  26. ^"Hansen's Natural Sodas".Hansens.Archived fromthe originalon September 27, 2007.RetrievedOctober 24,2007.
  27. ^"Exclusive: 5 Women Sue Monster Energy Over Abusive, Discriminatory Culture".HuffPost.January 23, 2018.RetrievedFebruary 16,2022.
  28. ^ab"Monster Energy Ousts Executive Nearly 3 Years After Assault Charges".HuffPost.May 14, 2019.RetrievedFebruary 16,2022.
  29. ^"Trapped Inside The Monster Energy Frat House".HuffPost.March 29, 2018.RetrievedFebruary 16,2022.

External links[edit]

  • Official website
  • Business data for Monster Beverage:
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