Monster has announced it is set to throw off the shackles and launch its first alcoholic drink – ‘The Beast Unleashed’. The alcoholic flavoured malt beverage will be released alongside a sugar-free version of its classic energy drink later this year.
The move comes as a surprise to many, with the brand previously stating it was “vehemently opposed” to extending its trademark soft drink into the alcoholic market. Nevertheless, the drink – which will contain 6% ABV – will initially be available in four flavours via beer distributors in the US.
CEO, Rodney Sacks, said: “Beast Unleashed will leverage Monster’s brand equity while carving out its own unique space in the beverage alcohol sector.
“It will be distinguishable from the many hard seltzer brands that have become so ubiquitous over the last several years.”
Monster’s new tipple will be its first alcohol-based product line since the $330m takeover of US craft brewer and seltzer producer Canarchy just after the turn of the year. But Sacks teased it may not be the last.
“Our alcohol innovation pipeline is robust, with several additional innovative product lines currently under development,” he said. “We look forward to sharing such additional alcohol beverage products at a later date.”
