Energy drink giant Monster looks poised to bring its new alcoholic drink to the UK.
The brand earlier this month announced plans to launch The Beast Unleashed, a 6% abv alcoholic drink, in the US in the final quarter of this year, where it is hoping to challenge the dominance of hard seltzers with a four-strong range. It is not clear whether The Beast Unleashed will contain caffeine.
Monster gave no indication of a UK release at the time, but The Grocer can reveal the company this week applied to register the trademark in the UK. The brand’s UK distributor Coca-Cola Europacific Partners did not comment when approached.
Monster isn’t the only brand blurring the line between energy drinks and booze. RTD mainstay WKD, for instance, recently launched a caffeinated energy drink, the 7% abv WKD X, with which it is hoping to tap the wider growth in energy drinks and challenge rival brand Dragon Soop.
It comes on the back of a slew of NPD from the Monster brand. The last year alone has seen it unveil a new zero sugar, watermelon drink, as well as new Ultra Gold and Khaotic flavours.
Sales of caffeinated drinks soared in the UK last year: Monster, Coca-Cola and Red Bull added a combined £255.6m in extra value over the 52 weeks to 1 January 2022 – the equivalent of 120.1 million extra packs sold [NielsenIQ].
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