Monster Beverage (MNST, Financial) maintained its momentum Thursday after climbing 1.71% the previous day, following an investor event in New York City where the company highlighted its 2025 innovation pipeline and market strategy. Executives acknowledged softness in the energy drink market this year, with smaller brands expanding distribution but struggling with sales velocity.
However, Monster's latest launch, Ultra Vice Guava, is off to a strong start, featuring a tropical guava flavor with a Miami Vice-inspired theme. Looking ahead, Monster plans to roll out Ultra Blue Hawaiian, Viking Berry, two new Bang flavors, three new Reign/Reign Storm flavors, and a new Beast alcoholic drink in 2025.
It is also expanding into coffee with Killer Brew Mean Bean and Loca Moca, plus a non-alcoholic beer called Designated Dale's. Bank of America and Morgan Stanley reaffirmed bullish ratings, while BMO Capital remained neutral. Nielsen data shows Monster recapturing market share as competition with Red Bull, Celsius (CELH), and Alani Nu intensifies.
