Monster Beverage Is Making More Money Than Its Brewing Division Can Lose
Monster's struggling alcohol division shows how even $90B CPG giants can fail at beverage diversification, offering strategic lessons on market entry, brand extensions, and the importance of spirits-based RTD portfolios.
Why does this matter?
Monster's struggling alcohol division shows how even $90B CPG giants can fail at beverage diversification, offering strategic lessons on market entry, brand extensions, and the importance of spirits-based RTD portfolios.
Highlights
Gambling is fun. Unless you lose. Unless-unless you were gambling with house money the whole time. In which case, who cares? Hold that thought. Earlier this month, Monster Beverage Corporation (MBC) reported its earnings for the second quarter of 2026. They were pretty spectacular. “Net sales, excluding the alcohol brand segment, increased 20.8 percent” in the three months through June 30, said chief executive Hilton Schlosberg on the company’s earnings call on August 6. The growth is remarkable given Monster’s age — it was founded in 2002 — and the challenges faced by upstart rivals like Celsius in this market. The article Monster Beverage Is Making More Money Than Its Brewing Division Can Lose appeared first on VinePair.
Source: VinePair