Monster launches new alcoholic bevs that people think taste like its energy drinks

Monster may be a brand you associate with helping you stay awake during the day, but now they could be helping to fuel your nights too.

In recent years, sales of energy drinks have increased throughout the United States, with energy drink sales in the US hitting a whopping $11 billion back in 2021. And, as we all know, Monster is one of the most popular brands when it comes to instant energy in a can.

Therefore, it’s only expected that the company is now looking to diversify its products and break into another very popular area of the drinks market: Booze.

Introducing The Beast Unleashed by Monster.

Credit: Monster

Since the early weeks of 2023, the company has been rolling out cans of its new product throughout Arizona, California, Colorado, Florida, Ohio, and Iowa. On Tuesday, Monster Co-CEO Rodney Sacks said at the company’s earnings call that he hopes to have The Beast Unleashed available in all US states.

As of this writing, the drinks are made with malt alcohol and come in flavours reminiscent of Monster’s energy drinks, such as Peach Perfect, White Haze, Scary Berries, and Mean Green. What’s more, the drink will contain a 6% ABV.

But despite being created by Monster, one thing the drinks don’t contain is caffeine or energy-inducing ingredients. So, it’s probably not the “rocket fuel” you first imagined it would be.

The new product comes as the popularity of hard seltzers has skyrocketed in recent years. However, Sacks said last year that customers can expect a different experience from Monster’s new bevs.

“Beast Unleashed will leverage Monster’s brand equity, while carving out its own unique space in the beverage alcohol sector,” Sacks said during August’s earnings call. “It will be distinguishable from the many hard seltzer brands that have become so ubiquitous over the last several years.”

Although the move may seem surprising to some, we should have seen it coming after the company acquired CANarchy for $330 million in January 2022. CANarchy owns several breweries, such as the Deep Ellum Brewing Company and Oskar Blues.

But what have people had to say on social media? Well, it was exactly as you’d expect:

Yes, according to social media users, the drinks do taste a lot like the company’s famous energy drinks.

“For those of you that don’t know, @MonsterEnergy has an alcoholic drink. No caffeine, but 6% and it tastes like monster with a vodka aftertaste,” one person wrote, with a second adding: “Tastes like a Monster, I can see why people are buying these around here!”

Additionally, during the company’s earnings call earlier this week, Sacks promised more to come from Monster and their boozy drinks.

“Our alcohol innovation pipeline is robust, with a number of additional innovative product lines currently under development,” he said, per the Daily Mail. “We look forward to sharing such additional alcohol beverage products at a later date.”

Featured image credit: Monster