“Beast mode refers to the aggressive, animalistic persona that one might assume when in competition or combat in order to overpower an opponent.” That’s according to the American dictionary Merriam-Webster.

Given its connection to gaming, it feels natural for Monster to tap into this primal imagery with the name of its new alcoholic drink: The Beast Unleashed. Due to be released in the US in the final quarter of this year, the flavoured malt beverage represents the brand’s first venture into alcohol, with a 6% abv.

This launch is likely to drift over to this side of the Atlantic. Today, The Grocer reports the company has applied to register the trademark in the UK. Such a move was always likely given the parallels between the markets. US companies have been busy promoting hard seltzer over here – and The Beast Unleashed is being positioned as a challenger to these drinks. 

For now, it is unclear whether the drink will contain the caffeine that has become synonymous with Monster. That proposition may prove challenging in the US, where health authorities have been wary of brands mixing alcohol and caffeine for more than a decade.

Back in November 2010, the US Food & Drug Administration asked suppliers to withdraw alcoholic energy drinks from the market. This followed reports of several high-alcohol, high-caffeine brands leading to excessive student drinking. One brand – Four Loko – had even been described as a “blackout in a can”.

But the situation in the UK is different. Here, alcoholic energy brand Dragon Soop – carrying a 7.5% abv and 175mg of caffeine per 500ml can – has been steadily expanding beyond its Scottish heartland. Last year, sales grew by 9.8% to £23.4m [NielsenIQ 52 w/e 30 April 2022].

In March, it was joined by WKD X, which boasts a 7% abv and 150mg of caffeine in each 500ml can. At the time of the launch, SHS’s head of WKD Alison Gray said the “fledgling drink type” was an opportunity to show consumers another side of the brand.

It’s hard to imagine Monster avoiding this growing market for alcoholic energy if it launches The Beast Unleashed into the UK. Even if caffeine is absent – which it may have to be, if it wants to achieve consistency with the US – the product will likely still play on the energy cues that have made Monster such a huge success.

This could help cement alcoholic energy drinks as a mainstream proposition. Things have already moved on since the start of the year, when Dragon Soop represented the entire category (if you discount Buckfast tonic wine). The addition of another major brand may help establish the idea.

Or it could go the other way, and the high-profile launch may draw the attention of British health authorities to the category. Dragon Soop has been linked to anti-social behaviour and crime, much like its peers in the US – even if it has avoided any rebuke beyond the Portman Group’s warning that shoppers should not see the drinks as an energy source.

Even if Monster’s drink doesn’t contain caffeine, the very name The Beast Unleashed could well provoke the ire of authorities. After all, they are unlikely to take kindly to the idea of drinkers adopting aggressive, animalistic personas. So Monster had better tread carefully – or it may be forced to put the beast back in its cage.

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