Monster Beverage is a multinational beverage company specializing in energy drinks, soft drinks and alternative beverages. The company is based in Corona, California, United States and was founded as Hansen’s Juices in 1935. Since 2012, the company has operated under the holding Monster Beverage Corporation. Through its consolidated subsidiaries the firm markets and sells energy drinks such as Monster Energy, Monster Energy Extra Strength, NOS, Full Throttle and Burn. Coffee drinks, soft drinks and energy shakes complete its product portfolio. As of 2016, the company employed over 2,600 employees.
Monster Beverage was rated among the leading beverage companies worldwide in 2015, generating net sales amounting to about 2.72 billion U.S. dollars. The company sells its products primarily to full-service distributors, club stores, drug chains, mass merchandisers, retail grocery and specialty chains, and wholesalers. Monster Beverage's key customers were full service distributors. Those were responsible for over 60 percent of sales in 2015, followed by sales made outside of the United States.
The company’s key focus lies on energy drinks. One of its signature brands, Monster Energy, generated sales amounting to about 1.52 billion U.S. dollars in 2016 and was ranked as the second leading U.S. energy drink brand, following only Red Bull. Based on U.S. dollar sales, the Monster Energy brand had a market share of 14.2 percent in the same year.
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