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Craft Beer Times | Strong Q1 Performance Driven by ‘Beast’ in Booze Division at Monster

Strong Q1 Performance Driven by ‘Beast’ in Booze Division at Monster

Strong Q1 Performance Driven by ‘Beast’ in Booze Division at Monster

Energy Drink Giant Reports Strong Q1 Growth

Monster Beverage Corp, the energy drink behemoth, has reported strong Q1 growth with a surge in net sales of 11.9%. The company’s performance was boosted by increased revenues in the alcohol division, driven by its latest alcoholic beverage, “The Beast”.

Breaking Down the Numbers

Monster’s Q1 financial results showcase the success of the company’s core energy drink product lines, which witnessed growth of 9%. Meanwhile, its non-energy drink division grew 23.6% late last year, with the Beast drink driving this positive trajectory. The Beast, a tequila-based alcohol drink with an 8.2% alcohol by volume (ABV), was released in the US in late November last year, helping increase revenues from the company’s alcohol line in Q1.

The Beast Boosts Alcohol Division

The Beast drink was aimed at tapping into the 21-29-year-old age group, which has shown a greater inclination towards liquor-based drinks than beer-based ones, marking a significant shift in trends. Monster’s alcohol division reflects this shift, with the quarter’s revenues indicating growth of 29%, driven by the popularity of The Beast.

This alcoholic beverage boasts an average price of $11 for a 16-ounce can, reflecting the popularity of premium and craft drinks among young drinkers who are increasingly looking for unique and high-quality products. The Beast drink’s unique concept had a significant role in this growth, leading to a surge in sales among Gen Z’s drinkers.

Monster’s Overall Performance

Monster’s performance in Q1 is impressive, given the economic uncertainties brought by the pandemic in 2020. The company has been able to adapt and thrive, with its management attributing its performance to the brand’s loyal customer base, the quality of its products, and its innovative marketing strategies.

Despite the economic challenges faced by the beverage industry, Monster’s focus on supply chain management and cost reduction, have enhanced productivity and boosted profits. Additionally, its global expansion efforts have resulted in an increased distribution in its non-core markets, further contributing to its revenue growth.

An Exciting Future

Monster’s performance during Q1, with the success of The Beast, bodes well for the future of the energy drink company. The dominance of its brand, quality of its products, and innovative marketing strategies have set a high bar for the competition. Monster has continued its focus on innovating and expanding into new markets and product categories, with the energy drink giant’s future appearing to be as bullish as a fully-stoked Beast can.


Dustin is a writer about craft beer and a professional brewer in the city of Chicago. He has written for several magazines and has over a decade of experience in the beer industry. He is currently working on a book about the history of beer in Chicago.

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