Monster Beverage

Company Summary

Monster Beverage is a leader in the energy drink subsegment of the beverage industry. The Monster trademark anchors its portfolio, and notable offerings include Monster Energy, Monster Ultra, and Java Monster. Operationally, the firm is primarily a brand owner, outsourcing most of its manufacturing processes to third-party copackers. It primarily uses the Coca-Cola bottling system for distribution after a strategic agreement in which Coke became Monster's largest shareholder (roughly 19%) and that also included the exchange of certain businesses between the two firms. Most of Monster's revenue is generated in the United States, though international geographies are increasing in the mix as its products' distribution scales across the Coca-Cola network.