Monster：the second largest brand in sport drink market

Monster Beverage Corporation is an American beverage company that manufactures energy drinks including Monster Energy, Relentless and Burn.

source:https://www.monsterenergy.com/hk/zh_tw/home

Monster has the ambition of the energy drink market that is to become a leader in volume of energy drinks by 2020 in France. A market at 223 million euros, much smaller than that of colas (1.37 billion euros), but very well valued with the highest price per liter (3.11 euros) of the BRSA market. For the moment, this category is arch-dominated by Red Bull while Monster, 16.7% owned by Coca-Cola (the rest being Monster Beverage Corporation, the Californian company creator of the brand), rules the quarter of sales. There is therefore much to be done for Monster to overtake Red Bull, even if the market share of the first one progresses when that of the second one goes back down.

Monster will soon shoot down one of his master cards to achieve his goal. The brand will expand with Monster Hydro, which will be the first non-carbon energy drink on the French market. Marketed for a year in the United Kingdom, a country where these products have existed for a long time, Monster Hydro is aimed at a wider audience than the classic Monster, which is mainly for a male and young target. "We want to offer an energy drink to the 50% of French people who would like a different and flat energy drink", says one at Coca-Cola European Partners (CCEP), which holds this figure from a February study commissioned from Harris Interactive.

Jiali ZHU

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