Monster Beverage Corporation has launched ‘The Beast Unleashed,’ a malt alcohol beverage offering measured at 6% ABV. ‘The Beast Unleashed’ comes in four flavors, including ‘Scary Berries’ and ‘Peach Perfect,’ based on flavors many are familiar with from Monster's first energy drinks. Consumers do not have to worry about consuming excessive caffeine and alcohol together because Monster claims that The Beast Unleashed contains no caffeine.
"Our favourite brand Monster is about to turn 21. We figure why not celebrate the big day by making an adult beverage," reads information on the product packaging. "We hit delete on the energy blend, cut out the caffeine, and ditched the sugar. Next, we brewed up the smoothest tasting alcohol ever and blended it with our tried and true flavours."
Energy Drink-Inspired Coolers
Monster Energy Launches an Alcoholic Product Made with Malt Alcohol
Trend Themes
1. Alcoholic Energy Drink Coolers - An emerging trend in the beverage industry is the creation of alcoholic coolers that mimic the flavors of popular energy drinks, providing an opportunity for cross-branding and diversification.
2. Caffeine-free Alcohol - As consumers become more health-conscious and skeptical of consuming excessive caffeine, there is a potential opportunity for the creation of more caffeine-free alcoholic beverages as seen with Monster's latest product release.
3. Malt Alcohol Beverages - A trend that may continue to grow in the beverage industry is the use of malt alcohol in alcoholic drinks, expanding beyond traditional beer and providing a potential avenue for experimentation and innovation.
Industry Implications
1. Beverage - The beverage industry has the potential to capitalize on the energy drink and alcohol market by creating hybrid products such as alcoholic coolers with familiar energy drink flavors.
2. Alcohol - There is potential for innovation in the alcoholic beverage industry through the creation of new and unique products, such as malt alcohol-based beverages that offer a smoother taste and distinct flavor profile.
3. Marketing - With the success of cross-branding in the energy drink and alcoholic beverage space, marketing firms may utilize this trend to create innovative campaigns and strategies that resonate with consumers.