Monster to release canned alcoholic beverage

Monster Beverage Corporation has announced that it will launch its first flavoured malt beverage alcohol product.

The new beverage, called ‘The Beast Unleashed’, will be be available in 16-ounce single serve cans and a variety pack of 12-ounce sleek cans.

It will be available in four different flavours and Monster hope it will be available across the US by the end of 2023.

The news was announced when the company released their second quarter 2022 results.

Rodney C. Sacks, Chairman and Co-Chief Executive Officer, said: “The Company is well positioned to capitalise on growth in the global energy drink category with our Monster Energy family of brands, as well as our Strategic and Affordable energy brands.

“We continued to launch new products and expanded distribution of our brands in many international markets in the second quarter of 2022. We are excited to announce that we are planning to launch Monster Energy Zero Sugar in the 2022 fourth quarter, initially in the United States. Monster Energy® Zero Sugar was specifically developed as an indistinguishable zero sugar analog of our original Monster Energy® Green flavour.

“We are planning to launch our first flavoured malt beverage alcohol product leveraging Monster’s brand equity late in the 2022 fourth quarter. 

“The Beast Unleashed will contain 6% alcohol by volume and will initially be available in four flavours. The Beast Unleashed will launch through beer distributors in the United States, utilising a phased state launch approach, with the goal of being national by the end of 2023. 

“The Beast Unleashed will initially be offered in 16-ounce single serve cans and a variety pack of 12-ounce sleek cans.

“Our innovation pipeline of both alcoholic and non-alcoholic beverages is robust and exciting,” Sacks added.

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