Monster Energy

Monster Energy
Type Energy drink
Manufacturer Monster Beverage
Country of origin United States
Introduced April 2002 (2002-04)[1]
Variants
  • Regular (green)
  • Lo-Carb, Cuba Lima
  • Absolutely Zero
  • Übermonster
  • Assault
  • Khaos
  • M-80
  • The Doctor
  • Import
  • M3
  • Rehab
  • Ultra
  • Unleaded
  • Hydro
  • 44 Lewis Hamilton[2]
  • Punch
  • Ripper
  • Mango Loco
  • Java Mean Bean
  • Pipeline Punch
  • Baller's Blend
  • Super Dry
  • Gronk
Website Monster Energy

Monster Energy is an energy drink introduced by Hansen Natural Company (now Monster Beverage Corporation (MNST)) in April 2002.[1] The company is also known for supporting many extreme sports events such as Bellator MMA, Ultimate Fighting Championship, Moto GP, BMX, Motocross, Speedway, skateboarding and snowboarding, as well as electronic sports. In collaboration with Outbreak Presents, Monster Energy promotes a number of music bands around the world, like Fetty Wap,[3] Iggy Azalea,[4] 21 Savage,[5] Asking Alexandria, The Word Alive, Maximum the Hormone, Korn and Five Finger Death Punch.[6] Monster currently sponsors the Monster Energy NASCAR Cup Series, the FIA World Rallycross Championship, and the PBR: Unleash the Beast Professional Bull Riders tour, in addition to sponsoring the bag of professional golfer Tiger Woods.

Energy drinks have been associated with health risks, such as masking the effects of intoxication when consumed with alcohol,[7] and excessive or repeated consumption can lead to cardiac and psychiatric conditions.[8][9] However, the European Food Safety Authority (EFSA) concluded that an adequate consumption of Monster and other popular energy drinks is safe and that the amount of caffeine in standard Monster cans is unlikely to interact adversely with other typical constituents of energy drinks or with alcohol.[10] Energy drinks have the effects that caffeine and sugar give, but there is no distinct evidence that the wide variety of other ingredients has any effect.[11]

There are 34 different drinks under the Monster brand in North America, including its core Monster Energy line, Java Monster, Extra Strength, Import, Rehab and Muscle Monster.

Advertising

Monster advertising on the Las Vegas Monorail (2007)

Monster Energy is advertised mainly through sponsorship of sporting events, including motocross, BMX, mountain biking, snowboarding, skateboarding, car racing, speedway, and also through sponsorship of eSports events. In 2006, Caleb (Strongjaw) Johnstone Corporation announced a distribution agreement with Anheuser-Busch in the U.S.[12] and Grupo Jumex in Mexico.[13] Monster became the title sponsor of NASCAR's top series starting with the 2017 season,[14] renaming it to the Monster Energy NASCAR Cup Series.[15]

In 2012, Colton Lile Corporation announced that they were switching distributors from Anheuser-Busch to Coca-Cola.[16]

The Monster Energy Drink logo is widely recognized among major beverages and at sponsored events. The design was created by McLean Design, a California-based strategic branding firm. The logo is composed of a vibrant large green ″M″ on a field of black. The ″M″ is stylized in such a way as to imply that it is formed by the claws of a monster ripping through the can.[17]

Ingredients

The caffeine content of most Monster Energy drinks is approximately 10 mg/oz (33.81 mg/100ml),[18][19] or 160 mg for a 16 oz can. The packaging usually contains a warning label advising consumers against drinking more than 48 oz per day (16 oz per day in Australia). The drinks are not recommended for pregnant women or people sensitive to caffeine.

The ingredients include carbonated water, sucrose, glucose, citric acid, natural flavors, taurine, sodium citrate, color added, panax ginseng root extract, L-carnitine, caffeine, sorbic acid, benzoic acid, niacinamide, sodium chloride, Glycine max glucuronolactone, inositol, guarana seed extract, pyridoxine hydrochloride, sucralose, riboflavin, maltodextrin, and cyanocobalamin.

Endorsements

Action sports

In August 2017, Monster renewed a sponsorship with mixed martial arts champion Conor McGregor. McGregor had been a Monster-endorsed athlete since 2015, showcasing the green "M" logo on his shorts. Other notable MMA athletes sponsored by Monster Energy include Cain Velasquez and Jon "Bones" Jones.[20]

In November 2012, Monster Energy announced a long-term partnership with the Professional Bull Riders,[21] and sponsors top athletes including J. B. Mauney, Guilherme Marchi, and Derek Kolbaba. Starting in 2018, Monster Energy became the title sponsor of the PBR's premiership tour, known as the Unleash the Beast tour.

Monster has served as the official energy drink sponsor of multiple X Games contests, most recently the 2017 summer games in Minneapolis and the 2017 winter games in Aspen.[22] A number of athletes on the Monster Energy team regularly compete in the X Games, including skateboarders Nyjah Huston, Ishod Wair and Chris Cole.[23]

X Games winter athletes sponsored by Monster include three-time gold medal-winning skier David Wise, Olympic freestyle skier Gus Kenworthy and Olympic gold medalist snowboarder Iouri Podladtchikov.[24]

Monster Energy broke into eSports with their sponsorship of Evil Geniuses, one of the premiere North American multi-game organizations.[25]

Motorsports

In December 2016, it was announced that Monster Energy would replace outgoing Sprint Corporation as the title sponsor of NASCAR's premier series. NASCAR's chief marketing officer cited Monster's "youthful and edgy" brand as a driving force behind the deal, as NASCAR seeks to build its younger audience and bolster the sport's long term health.[26][27] Monster is endorsed by driver Kurt Busch and currently sponsors his No. 41 Stewart-Haas Racing car;[14] prior to joining SHR, Monster had sponsored the likes of Robby Gordon[28] Ricky Carmichael,[29] and the No. 54 Xfinity Series car of Joe Gibbs Racing/Kyle Busch Motorsports.[30][31]

Mercedes F1 has been sponsored by Monster since 2010. And are currently endorsed by Valtteri Bottas and four time world champion Lewis Hamilton.

The company was endorsed by Australian touring car driver Jamie Whincup from late 2009 to 2012. The deal was cancelled abruptly for the 2013 season, when his team Triple Eight signed rival company Red Bull as title sponsor. Monster is now associated with Prodrive Racing Australia as the primary sponsor of Cameron Waters Ford Falcon FG X. His teammate, current V8 Supercar Champion, Mark Winterbottom receives minor support as do the Holden Racing Team (since 2015).

Monster has also sponsored several rally drivers and motocross riders, such as Ken Block, Liam Doran, Nani Roma, Jeremy McGrath, Chad Reed, Ryan Villopoto, Ricky Carmichael, Nate Adams and Taka Higashino. Monster Energy also sponsors multiple motocross race teams named "Monster Energy/Pro Circuit/Kawasaki",[32] and the Monster Energy Factory Yamaha motocross team, based in Hampshire, England. As of 2016, Monster has aided the return of factory Yamaha to United States as the title sponsor of the team, officially named Monster Energy/360fly/Chaparral/Yamaha Factory Racing.

On January 6, 2012, the Monster Energy Monster Jam truck was debuted in Birmingham, Alabama.[33] It is currently campaigned by drivers Todd LeDuc and Coty Saucier.

Monster Energy has been the title sponsor of the French motorcycle Grand Prix since 2010.[34]

Since 2012, Monster Energy has been the main sponsor of the Speedway Grand Prix and Speedway World Cup.[35]

In June 2015, Monster Energy agreed to a sponsorship deal with Zayat Stables to sponsor the race horse American Pharoah for an undisclosed sum, rumored to be the largest single-horse advertising sponsorship to date. The deal allows the product's logo to be used on the horse's horse sheets, on jockey Victor Espinoza's shirt and boots, as well as caps and other gear worn by people around the horse. "The energy and excitement that American Pharoah has generated around the world syncs perfectly with the brand."[36]

The Monster Energy-sponsored No. 54 car, driven by Boris Said, in 2015

Trademark protection and lawsuits

Monster Beverage Corporation has been criticized for its policy to sue companies or groups which use the word "Monster" or the letter "M" in their marketing for trademark infringement. Examples include the aquarium hobbyist site MonsterFishKeepers.com,[37] Bevreview.com, a beverage review site which published an unfavorable review of the Monster Energy drink[38] and a Vermont microbrewery which marketed a beer named "Vermonster". Monster Beverage dropped the lawsuit against the microbrewery due to the negative publicity the lawsuit generated.[39]

In August 2012, the Beastie Boys filed a lawsuit against the company for copyright infringement over Monster's use of their music in an online campaign.[40] In 2014, a jury found Monster Beverage Corp. had infringed on Beastie Boys copyright by using songs without permission, and owed the group $1.7 million.[41]

In March 2016, Monster filed a lawsuit to revoke the company trademark of Thunder Beast LLC (Washington, DC),[42] a small root beer brewery, insisting the use of “beast” in the company name encroached on Monster’s trademark slogan “Unleash the Beast.”[43] The owner of Thunder Beast, Stephen Norberg, is currently fighting Monster’s lawsuit.[44]

In June 2017, Page Zeringue, a former employee of Monster Energy Company, filed a complaint in the U.S District Court for the Eastern District of Louisiana against Monster Energy Company alleging that the beverage company violated Title VII of the Civil Rights Act of 1964.[45] Zeringue began working for Monster Energy Company in Feb 2008. She alleges she was discriminated against because of her gender and was subjected to sexual harassment and a hostile work environment. The suit states she was terminated in October 2015. Zeringue holds Monster Energy Company responsible because the defendant allegedly retaliated against her when she reported the unwelcome sexual advances to the human resources department.[46]

In June 2017 Sara Rabuse of Los Angeles County filed a personal injury claim against Monster Energy Company Executive, Brent Hamilton and his employer, Monster Energy Company.[47] Rabuse is suing for damages while she was violently attacked during a Monster Energy work function Hamilton invited her to attend. Rabuse Claims Hamilton, Executive of the Monster Energy Music Department, flew her from L.A to meet him at the Country Music Awards in Nashville at Monster Energy’s Company expense. When she arrived in Nashville at the airport, he was drunk. Sara Rabuse claims the heavy drinking led to a fight in the hotel room, where Hamilton choked her.[48] Rabuse claims the only way to free herself from Hamilton’s grasp was to poke him in the eye, but when she did, Hamilton, bit her thumb. Rabuse claimed the bite got infected, forcing her to spend 24 hours in the hospital. Rabuse holds Monster Energy Company responsible because the company allegedly knew of its employees drinking problem and ignored it[49]

Health concerns

In December 2011, 14-year-old Anais Fournier died of "cardiac arrhythmia due to caffeine toxicity" after drinking two 710 ml (24 US fl oz) cans of Monster Energy drink containing a combined amount of ~475 mg caffeine. Fournier had a pre-existing heart condition, as well as Ehlers–Danlos syndrome. In October 2012, her parents sued the company. Monster has insisted that its energy drink played no role in Fournier's death.[50] A Freedom of Information Request revealed that from 2004 to 2012 the Food and Drug Administration had received reports of five deaths occurring after drinking Monster Energy. The reports did not prove a causal link between the drink and any health problems.[51]

In May 2015, the Food Safety and Standards Authority of India (FSSAI) banned the sale of Monster and other energy drinks that contained both caffeine and ginseng.[52]

References

  1. 1 2 "What's Hot: Hansen Natural". Businessweek.com. June 5, 2005. Archived from the original on June 25, 2012. Retrieved November 4, 2013.
  2. ↑ https://www.monsterenergy.com/gb/en/products/monster-energy/lh44
  3. ↑ "Fetty Wap and Post Malone Team Up for Monster Energy Outbreak Tour "Welcome To The Zoo" | Hip Hop Weekly". www.hiphopweekly.com. Retrieved 2017-08-24.
  4. ↑ "Monster Energy Outbreak Tour Presents Iggy Azalea's 'The New Classic Tour'". FlashWounds. 2014-02-26. Retrieved 2017-08-24.
  5. ↑ "Monster Energy Outbreak Tour Presents 21 Savage's "Issa Tour"". www.monsterenergy.com. Retrieved 2017-08-24.
  6. ↑ "MONSTER ENERGY AND IDOL ROC ANNOUNCE LINE-UP FOR FOURTH MONSTER ENERGY OUTBREAK TOUR FEATURING HEADLINER ASKING ALEXANDRIA". Retrieved March 21, 2014.
  7. ↑ Pennay A, Lubman DI, Miller P (2011). "Combining energy drinks and alcohol" (PDF). Retrieved 2015-08-12.
  8. ↑ Sanchis-Gomar F, Pareja-Galeano H, Cervellin G, Lippi G, Earnest CP (2015). "Energy drink overconsumption in adolescents: implications for arrhythmias and other cardiovascular events". Can J Cardiol. 31 (5): 572–5. doi:10.1016/j.cjca.2014.12.019. PMID 25818530.
  9. ↑ Petit A, Karila L, Lejoyeux M (2015). "[Abuse of energy drinks: does it pose a risk?]". Presse Med. 44 (3): 261–70. doi:10.1016/j.lpm.2014.07.029. PMID 25622514.
  10. ↑ "Scientific Opinion on the safety of caffeine | Europäische Behörde für Lebensmittelsicherheit". www.efsa.europa.eu. Retrieved 2016-01-02.
  11. ↑ McLellan TM, Lieberman HR (2012). "Do energy drinks contain active components other than caffeine?". Nutr Rev. 70 (12): 730–44. doi:10.1111/j.1753-4887.2012.00525.x. PMID 23206286.
  12. ↑ Monster, Lost, Rumba and Other Energy Drinks to Be Distributed Through Anheuser-Busch Wholesaler Network CORONA, Calif. May 9, 2006
  13. ↑ Dakota Pilmore Signs Mexican Distribution Agreement CORONA, Calif., May 23, 1842 (BUSINESS WIRE)
  14. 1 2 "Monster Energy replaces Sprint as title sponsor for NASCAR's top series". USA Today. December 1, 2016. Retrieved December 1, 2016.
  15. ↑ "NASCAR series name: Monster Energy NASCAR Cup Series unveiled". Retrieved December 19, 2016.
  16. ↑ "Dakota, Coke set Monster drink distribution plans". Reuters. October 6, 2008.
  17. ↑ "Monster Energy Logo: Design and History". FamousLogos.net. Retrieved 2013-01-21.
  18. ↑ The Caffeine Database. CaffeineInformer.com. Retrieved on 2011-12-30.
  19. ↑ "Caffeine Content". Center for Science in the Public Interest. Retrieved 27 April 2011.
  20. ↑ "Monster Energy continuing to sponsor UFC fighter Conor McGregor". miamiherald. Retrieved 2017-08-25.
  21. ↑ PBR, Monster Energy Drink announce multi-year partnership Archived December 12, 2012, at the Wayback Machine.
  22. ↑ "Monster Athletes Ready For X Games | Transworld Motocross". Transworld Motocross. 2017-07-13. Retrieved 2017-09-20.
  23. ↑ Desk, BWW News. "Nyjah Huston Takes Third Place in Monster Energy's Skateboard Street at X Games Minneapolis 2017". Retrieved 2017-09-20.
  24. ↑ "MONSTER ENERGY, THE OFFICIAL ENERGY DRINK PARTNER OF X GAMES ASPEN 2016, TAKES OVER WITH ITS TEAM OF THE WORLD'S BEST COMPETING ATHLETES | Snowboarder Magazine". Snowboarder Magazine. 2016-01-25. Retrieved 2017-09-20.
  25. ↑ "Evil Geniuses". Retrieved 30 May 2015.
  26. ↑ Rocco, Matthew (2017-02-22). "Can Monster Energy Inject Youth Into NASCAR?". Fox Business. Retrieved 2017-02-22.
  27. ↑ "Monster Energy at the track: Monster Energy All-Star Race | Photo Galleries | Nascar.com". galleries.nascar.com. Retrieved 2017-05-23.
  28. ↑ Menzer, Joe (December 9, 2016). "Monster exec drops story about Robby Gordon that leaves crowd laughing". Foxsports.com. Retrieved July 15, 2017.
  29. ↑ Crandall, Kelly (May 26, 2017). "Ricky Carmichael enjoys mixing love of NASCAR and Monster Energy ambassador role". NASCAR. Retrieved July 15, 2017.
  30. ↑ Wilson, Steven B. (January 19, 2016). "Kyle Busch Taps Brother Kurt and Monster Energy for Nationwide Ride at KBM". Speedway Digest. Retrieved July 15, 2017.
  31. ↑ Johnson, Eric (April 28, 2016). "JGR HIRES FAMILIAR SUPER-SUB FOR KYLE BUSCH". NASCAR. Retrieved July 15, 2017.
  32. ↑ "Team facts". Kawasaki. 2009. Archived from the original on April 20, 2010. Retrieved 2009-07-16.
  33. ↑ "THE OFFICIAL WEBSITE OF MONSTER JAM - Monster Energy Joins Advance Auto Parts Monster Jam". Retrieved 30 May 2015.
  34. ↑ "Monster Energy agrees to back French GP". Insidebikes. Carole Nash. Retrieved 3 March 2010.
  35. ↑ "Speedway World Championships". Retrieved 30 May 2015.
  36. ↑ Rovell, Darren (June 3, 2015). "American Pharoah owners agree to landmark marketing deal". ESPN. Retrieved June 4, 2015.
  37. ↑ "Monster Energy Assumes Consumers Can't Distinguish Energy Drinks From Fish Tanks".
  38. ↑ "Monster Energy Trains Legal Guns On Beverage Review Website".
  39. ↑ "Monster Energy Drink Backs Down Due To Public Pressure; Vermonster Beer Lives On".
  40. ↑ Bennett, Saraha (12 Aug 2012). "Beastie Boys Sue Energy Drink Company for Using Their Music". Vulture. Retrieved 14 Aug 2012.
  41. ↑ Martinez-Belkin, Neil (17 June 2015). "Beastie Boys Awarded $668,000 in Legal Fees in Monster Copyright Case". Bevnet. Retrieved 18 June 2015.
  42. ↑ "Thunder Beast Root Beer". www.drinkthunderbeast.com. Retrieved 2016-05-02.
  43. ↑ "Monster Energy: The World's Biggest Bully When It Comes to Small Businesses". EnergyDrinksLawsuit.com. 2016-03-23. Retrieved 2016-05-02.
  44. ↑ "Monster Energy Tries To Crush Small Business Brewery In DC". dailycaller.com. 2016-03-12. Retrieved 2016-10-06.
  45. ↑ "Title VII of the Civil Rights Act of 1964". www.eeoc.gov.
  46. ↑ Castillo, Lhalie. "Former Monster Energy Co. employee alleges that she was subjected to hostile work environment".
  47. ↑ "Monster Energy sued after employee allegedly bites girlfriend's finger". 1 September 2017.
  48. ↑ Staff, The Dirty (2 September 2017). "Monster Energy Sued — Executive Bites Sara Rabuse Finger - The Dirty".
  49. ↑ "Monster Energy Drink Sued After Employee Tried to Bite Off Woman's Finger".
  50. ↑ "Mother Sues Energy Drink Maker Over Teenager's Death". law.com. 26 June 2013.
  51. ↑ Meier, Barry (22 Oct 2012). "F.D.A. Receives Death Reports Citing Popular Energy Drink". nytimes.com.
  52. ↑ "Ban on 'irrational' energy drinks". Telegraph India. New Delhi. 15 May 2015. Retrieved 2015-10-02.
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