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Energy drinks are kinda scary, what with the insane amounts of sugar, caffeine, and, um, side effects. So forgive me if I’m a little skeptical about Monster Beverage’s latest endeavor. According to the Wall Street Journal, company execs told shareholders earlier this week an expansion into alcohol and cannabis beverages could be around the corner.
So what’s the deal? When is it coming? Is it going to kill us?
They’re actually not *quite* ready to to start testing anything. Monster is currently under a non-compete contract with Coca-Cola that prevents the brand from introducing any non-energy drinks. But come 2020, everything’s fair game. And Monster “has its sights on hard seltzers, malt beverages, and spirits,” the Journal continued.
So back to that “will it kill us?” part. No. This isn’t some booze-infused energy drink. It’s not the Four Loko 2.0. Which, for the record, has caused actual deaths. I’m not just making this all up for dramatic effect. CEO Rodney Sacks denied said the company isn’t into the idea of overly caffeinated alcoholic beverages. K, Cool.
This move actually makes a lot of sense for the company because Coke is looking more and more like a threat. In April, the brand debuted Coca-Cola Energy in Spain and Hungary, and it already sounds healthier than Monster. The ingredients include naturally derived caffeine, guarana extracts and B vitamins. But it’s still got quite the jolt—like three times that of a regular can.
We’ve got at least another year wait until Monster begins testing the new booze and weed beverages, but sounds like they are indeed coming.
Full story is available here.