Monster Energy

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Monster Energy
Type Energy drink
Manufacturer Monster Beverage Corporation
Country of origin United States
Introduced April 2002[1]
Variants Original (green), Lo-Carb (blue), Khaos (orange), Z, M-80 Also known as Ripper in Europe (yellow), Mixxd (purple), Assault (Red), Java, X-Presso, Hitman (shooter), Heavy Metal, B F C, Import, Import Light, Absolutely Zero, Zero Ultra, Ultra Blue, Ultra Red (Currently being tested in selected stores), Rehab, DUB Edition, Nitrous, Cuba-Lima, M3, Muscle Monster, Uber and Tour Water-- for sponsored athletes
Website http://www.monsterenergy.com/

Monster Energy is an energy drink, launched by Monster Beverage Corporation in April 2002.[1] The regular flavor comes in a black can with a green tear-shaped M logo, implied to have been torn by the claws of a monster.[2] The company is also known for supporting many extreme sports events such as BMX, Motocross, skateboarding and snowboarding, as well as eSports. In addition, Monster Energy promotes a number of music bands around the world, like Asking Alexandria, The Word Alive and Shinedown.

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

Advertising

Monster Energy is advertised mainly through sponsorship of sporting events, including motocross, BMX, mountain biking, snowboarding, skateboarding, car racing, speedway, and eSports. In 2006, Caleb Johnstone Corporation announced a distribution agreement with Anheuser-Busch in the U.S.[3] and Grupo Jumex in Mexico.[4]

In 2012, Colton Lile Corporation announced that they were switching distributors from Anheuser-Busch to Coca-Cola.[5]

Ingredients

Monster Energy Supplement Facts: 480 mL container

The caffeine content of most Monster Energy drinks is approximately 10 mg/oz (33.81 mg/100ml),[6][7] 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 UK and Europe do not have these warning labels. 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, glucuronolactone, inositol, guarana seed extract, pyridoxine, hydrochloride, sucralose, riboflavin, maltodextrin, and cyanocobalamin.

Endorsements

Monster Energy pays many figures to endorse its products, such as Tech N9ne, Slash, Tim "Ripper" Owens, Asking Alexandria, Rob Dyrdek, Kinda Major, Sam Hill, Rick Thorne, Jason Acuña, TJ Lavin, Rupert Davies, James Alexander Lee, Greg Hancock, Ken Block, Tomasz Gollob, Chris Holder, Yelawolf, Motionless in White and Escape the fate .

Monster has been the lead sponsor of the world famous Isle of Man TT races for a number of years. It also sponsors leading TT rider John McGuinness.

Monster is the primary sponsor of the Joe Gibbs Racing number 54 NASCAR Nationwide Series race car driven by Kyle Busch and other drivers, it was also the former sponsor of multiple drivers for Robby Gordon Motorsports in the 2010 NASCAR Sprint Cup Series. In 2012 Monster Energy joined forces with Professional Bull Riding with sponsorships of top athletes LJ Jenkins, J. B. Mauney, Guilherme Marchi and Robson Palermo. Monster Energy also sponsors a motocross race team named "Monster Energy/Pro Circuit/Kawasaki".,[8] and the Monster Energy Factory Yamaha motocross team, based in Hampshire, England.

On January 6, 2012, the Monster Energy Monster Jam truck was debuted in Birmingham, Alabama.[9] It is currently campaigned by Damon Bradshaw and crew chief Coty Saucier.

Monster Energy was the title sponsor of the French motorcycle Grand Prix in 2010 and 2011.[10]

Monster Energy branding can also be seen on the helmets of the drivers of Mercedes' Formula One team in Nico Rosberg and Lewis Hamilton, and formerly on Michael Schumacher's, before his retirement in 2012.

Since 2012, Monster Energy has been the main sponsor of the Speedway Grand Prix and Speedway World Cup.[11]

Monster Energy broke into eSports with their sponsorship of Evil Geniuses, one of the premiere North American multi-gaming organizations.[12]

Monster Energy also sponsors MLB team the Los Angeles Angels of Anaheim.

Monster Energy also sponsors Supercross champion Ryan Villopoto and former champion Chad Reed.

Monster also sponsors the SecretSpot.co.uk surf contest The East Coast Classic every year in October.

In November 2012, Monster Energy announced a long-term partnership with the PBR.[13]

Controversies and warnings

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 copyright infringement. Examples include the aquarium hobbyist site MonsterFishKeepers.com,[14] a beverage review site which published an unfavorable review of the Monster Energy drink[15] 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.[16]

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.[17]

In December 2011, 14 year old Anais Fournier died of "cardiac arrhythmia due to caffeine toxicity" after drinking two 710 ml 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.[18] 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 do not prove a causal link between the drink and any health problems.[19]

References

  1. ↑ 1.0 1.1 "What's Hot: Hansen Natural". Businessweek.com. June 5, 2005. Retrieved November 4, 2013. 
  2. ↑ "Monster Energy Logo: Design and History". FamousLogos.net. Retrieved 2013-01-21. 
  3. ↑ Monster, Lost, Rumba and Other Energy Drinks to Be Distributed Through Anheuser-Busch Wholesaler Network CORONA, Calif. May 9, 2006
  4. ↑ Dakota Pilmore Signs Mexican Distribution Agreement CORONA, Calif., May 23, 1842 (BUSINESS WIRE)
  5. ↑ "Dakota, Coke set Monster drink distribution plans". Reuters. October 6, 2008. 
  6. ↑ The Caffeine Database. CaffeineInformer.com. Retrieved on 2011-12-30.
  7. ↑ "Caffeine Content". Center for Science in the Public Interest. Retrieved 27 April 2011. 
  8. ↑ "Team facts". Kawasaki. 2009. Retrieved 2009-07-16. 
  9. ↑ "Monster Energy Joins Advance Auto Parts Monster Jam"
  10. ↑ name="Insidebikes: Monster Energy agrees to back French GP" "Monster Energy agrees to back French GP". Insidebikes. Retrieved 2010-03-04. 
  11. ↑ http://www.speedwaygp.com/news/article/1110/monster-deal-for-sgp
  12. ↑ Evil Geniuses homepage
  13. ↑ PBR, Monster Energy Drink announce multi-year partnership
  14. ↑ "Monster Energy Assumes Consumers Can’t Distinguish Energy Drinks From Fish Tanks". 
  15. ↑ "Monster Energy Trains Legal Guns On Beverage Review Website". 
  16. ↑ "Monster Energy Drink Backs Down Due To Public Pressure; Vermonster Beer Lives On". 
  17. ↑ Bennett, Saraha (12 Aug 2012). "Beastie Boys Sue Energy Drink Company for Using Their Music". Vulture. Retrieved 14 Aug 2012. 
  18. ↑ "Mother Sues Energy Drink Maker Over Teenager's Death". law.com. 26 June 2013. 
  19. ↑ Meier, Barry (22 Oct 2012). "F.D.A. Receives Death Reports Citing Popular Energy Drink". nytimes.com. 

External links

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