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Monster Energy launches alcoholic product

06 March 2023 By Sarah Neish

Monster Beverage Corporation has launched The Beast Unleashed, made using “malt alcohol” and weighing in at 6% ABV.

In January 2022, Monster paid US$330 million in cash to acquire CANarchy, a company that owns several breweries including Oskar Blues and Deep Ellum Brewing Company, with the view of diversifying into alcoholic beverages.

The start of this year has seen the energy drinks brand roll out its first boozy product – The Beast Unleashed – across the US, with the drink currently available in six states: Arizona, California, Colorado, Florida, Ohio, and Iowa.

Rodney Sacks, Monster’s co-CEO, said last week that the new drink would be available all over the US by the end of the year.

Monster describes the drink as a “hard seltzer” and revealed in August last year that it hoped it would be one of many. “Our alcohol innovation pipeline is robust with a number of additional innovative product lines currently under development,” said Sacks. “We look forward to sharing such additional beverage products at a later date.”

The Beast Unleashed comes in four flavours, including Peach Perfect and Scary Berries, each modelled on the flavours consumers know from Monster’s original energy drinks.

Those worried about the mindboggling effect of adding alcohol to an already caffeine-laden drink (Monster Energy contains 165g of caffeine per 500ml can; the equivalent of four Espresso shots) can rest easy, as Monster claims there is zero caffeine in The Beast Unleashed.

“Our favourite brand Monster is about to turn 21. We figure why not celebrate the big day by making an adult beverage,” reads information on the product packaging. “We hit delete on the energy blend, cut out the caffeine, and ditched the sugar. Next, we brewed up the smoothest tasting alcohol ever and blended it with our tried and true flavours.”

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