November 23, 2014
Monster Beverage Co has certainly tasted the sweetness of distribution support from The Coca-Cola Company (TCCC). Its global market share has climbed significantly since the distribution deal started a few years ago and it is now the biggest threat to Red Bull GmbH. Upon the completion of the deal, Monster and TCCC will be able […]
November 23, 2014
 Marketing-wise, Monster needs to consider how to position itself and what story to tell to win the young consumers’ hearts. TC Pharmaceutical’s Red Bull held the Red Bull Hip-Hop Challenge and set up the Red Bull Style Hip-Hop Party, which were popular among Hip-Hop and fashion fans. It also launched “Extreme Domino”, showing a variety […]
September 12, 2014
Last week, Coca-Cola Co and Monster Beverage Corp formalised a landmark partnership for the two companies, with the cola giant purchasing an equity stake in the energy drinks maker and transferring ownership of its own global energy brand portfolio to Monster.
August 15, 2014
On the heels of Coca-Cola’s 16.7% acquisition of Monster Energy, speculation regarding the potential for Monster’s international expansion is high. In the agreement, Coke traded its energy brands (and markets) for Monster’s non-energy brands. Monster also agreed to make Coca-Cola is preferred global distribution partner, while Coca Cola agreed to let Monster operate as its […]
May 15, 2012
Coca-Cola concluded the final day of April by denying speculation of a “monster” acquisition, but, in retrospect, the cola giant would do well to target this energy leader. As first reported by the Wall Street Journal on 30 April 2012, The Coca-Cola Company explored a deal to acquire energy-drink company Monster Beverage Corp. However, due […]
November 3, 2011
Based on information collected by Euromonitor International, energy drinks is unlikely to return to growth levels of the past in their core markets of the US, UK, and Australia. Expansion to new markets, especially in Latin America and Asia Pacific, will need to become more of a focus for international brands. As the major global […]
August 15, 2014
Coca-Cola’s recent 16.7% acquisition of Monster Energy is a win for Monster as the company’s innovations can shine on the international stage, but Coca Cola benefits from the deal as well. With the acquisition, Coke gains access to Monster’s new product innovations, which are responsible for reformulating the energy drinks market in recent years. Having […]

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