Monster & Coke: A marriage made in heaven? (August 2014)
While carbonated soda has continued to struggle this year, US consumers have not lost their apparently insatiable thirst for energy drinks, and Coca-Cola’s tie up with Monster was widely praised by market watchers as a smart move for both parties.
As part of their 'strategic partnership', Coca-Cola paid $2.15bn for a 16.7% stake in Monster, which assumed control of Coke's energy brands including NOS, Burn and Full Throttle and gained access to Coke's international distribution network; while Monster has transferred its non-energy brands, such as Peace Tea and Hubert's Lemonade, to Coca-Cola.
- Coca-Cola enters strategic partnership with Monster Beverage
- Coca-Cola partnership with Monster Beverage a "huge win" for both companies, say analysts
Pictured: Monster CEO Rodney Sacks