Monster Beverage has announced its intention to discontinue certain products from the recently procured energy drink label, Bang Energy.
Blast Asset Acquisition, a subsidiary of Monster Beverage, acquired Vital Pharmaceuticals, the owner of Bang Energy, for an estimated sum of $362 million.
Read More: Monster Beverage expands energy drink portfolio with Bang Energy acquisition
In a Q2 analyst call on Thursday, 3 August, Monster CEO Rodney said the company’s intention is to “rationalise Bang’s product offerings and product lines,” and to fully integrate the brand into the Monster infrastructure.
He said the company does not intend to sell Bang’s other lines, such as Red Line or Shots, “beyond liquidating existing inventories”. However, it may consider reintroducing certain product lines in the future.
Monster revealed that the distribution of Bang Energy will commence through the Coca-Cola bottlers’ network, beginning in the third quarter of 2023 in the United States. This transition is expected to lead to a “temporary interruption in product supply” for Bang Energy beverages.
He commented, “We are excited about our acquisition of the state-of-the-art Bang Energy production facility in Phoenix, Arizona, which we intend to utilise for Bang as well as other products in the Monster portfolio”.
The company expressed that the phase for Bang Energy is still in its initial stages, and it plans to share additional information about Bang Energy during its upcoming investor call scheduled for November.
Furthermore, subsequent to introducing The Beast Unleashed in the first half of 2023, Monster has intentions to unveil an extension called Nasty Beast Hardcore Tea, a hot iced tea variant, either later this year or in the early months of the upcoming year.
