Monster Energy

Monster Energy is a brand of the company Monster Beverage (until 2012 Hansen Natural). Hansen Natural was founded in the 1930s by Hubert Hansen and his three sons and originally sold juices to retailers in Southern California. In 2002, the company launched Monster Energy on the American market and since 2009 Monster Energy has also been officially available in supermarkets in Germany.

Monster Beverage Corporation was founded by Rodney Sacks and Hilton Schloss in 1997. In 2012, Hansen Natural was acquired by Monster Beverage and the original branch of the company, which continues to sell juices, is still represented on the market today as a subsidiary of Monster Beverage. In 2015, the Coca-Cola Company purchased a 16.7 % stake in Monster Beberage Corporation for 2.15 billion dollars and at the same time transferred its energy drink division to Monster Beverage Corporation. At the same time, the Coca-Cola Company received the worldwide distribution rights.

Today, Monster Beverage describes itself as the market leader in the field of beverages produced without artificial additives. One of the factors contributing to Monster Energy's success was the decision to double the quantity per can to 500ml in order to be able to sell twice the amount of energy drink for the same price as its biggest competitor, Red Bull. At the same time, Monster Energy has decided against advertising in the mainstream media - and the resulting costs for advertising agencies and airtime - and instead sponsors sporting events, athletes and music events directly in order to give the customer something to really benefit from with the advertising budget.

Monster Energy's product range traditionally includes a very wide range of different sugary and sugar-free energy drinks, some of whose stimulating ingredients go well beyond the composition of other energy drinks. For example, Monster Energy uses the synergy of Panax ginseng and caffeine - a combination that is not found in many energy drinks. Monster Energy also boasts a much wider range of different flavors than other manufacturers.

In addition to classic energy drinks, Monster Energy now also sells mineral drinks that are tailored to hard-training athletes, as well as ready-made protein drinks in bottles for strength athletes and bodybuilders. Monster Energy's target group includes athletes, gamers, people who want to achieve peak mental performance, pupils and students who have long learning marathons ahead of them and practically anyone who wants a quick boost of energy.