Monster Energy is expanding its alcohol portfolio with the introduction of Nasty Beast, a hard iced tea line. Following the successful launch of The Beast Unleashed, its carbonated "malt alcohol" drink in 2023, Monster aims to solidify its presence in the alcohol market. Nasty Beast will be available in 12 fl oz cans with a 6% ABV, featuring flavors like Original, Tea and Lemonade, Peach, and Green Tea.
Distributed by CANarchy Craft Brewing, acquired by Monster for $330 million in 2022, Nasty Beast builds on the momentum gained by The Beast Unleashed, which generated over $87 million in sales and became the best-selling new brand in the beer space last year.
Monster's expansion into alcohol began two years ago, marked by the acquisition of CANarchy, a craft beer and hard seltzer business. This move provided the necessary infrastructure for manufacturing and distributing alcoholic products. Nasty Beast enters the competitive hard tea market, which was valued at $2 billion in 2021 and is projected to grow significantly by 2030. The brand's slogans, "Brewed hard to…party harder" and "Are you ready to get Nasty?" reflect its edgy and bold approach in the hard tea category.
Energy Drink-Branded Hard Teas
Monster Energy Expands Further into Alcohol with Nasty Beast
Trend Themes
1. Expansion of Energy Drink-branded Alcohol - Monster Energy is solidifying its presence in the alcohol market with the introduction of Nasty Beast, a hard iced tea line.
2. Growth of the Hard Tea Market - Nasty Beast enters the competitive hard tea market, valued at $2 billion in 2021 and projected to grow significantly by 2030.
3. Acquisition and Expansion Strategy - Monster's acquisition of CANarchy Craft Brewing provided the necessary infrastructure for manufacturing and distributing alcoholic products.
Industry Implications
1. Alcohol - Monster Energy is expanding further into the alcohol market with the launch of Nasty Beast, a hard iced tea line.
2. Beverage - The hard tea market, where Nasty Beast enters, was valued at $2 billion in 2021 and is projected to experience significant growth by 2030.
3. Craft Brewing - Monster's acquisition of CANarchy Craft Brewing in 2022 enabled the company's expansion into the alcohol market.