Monster Beverage Corporation has announced the launch of The Beast Unleashed, its first beverage alcohol product. Unlike Monster Energy, The Beast Unleashed is caffeine-free and made from malt alcohol. It is currently available in six states: Arizona, California, Colorado, Florida, Ohio, and Iowa.
In January 2022, Monster acquired Canarchy, a craft beer collective, for $330 million with the aim of diversifying into alcoholic beverages. The Beast Unleashed is Monster's first offering in the segment, but Monster's Co-CEO Rodney Sacks commented that more options are on the way.
“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 Drinks Business]
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