# Malt Alcohol Beverages Monster Unveils Its Newest Alcoholic Drink, 'The Beast Unleashed' By Niko Pajkovic | Published 2022-08-06 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/the-beast-unleashed References: [fooddive](https://www.fooddive.com/news/monster-to-debut-first-flavored-malt-beverage-alcohol-product/628952/) & [monsterbevcorp](https://www.monsterbevcorp.com/)  Monster Beverage, maker of the iconic [Monster Energy Drink](https://www.trendhunter.com/trends/monster-energy-4), has announced the launch of its first-ever [flavored malt beverage alcohol product](https://www.trendhunter.com/trends/malt-based-hard-nectar), dubbed the '[The Beast Unleashed](https://www.trendhunter.com/trends/nasty-beast).' The new drink will feature a 6% ABV and come in four flavor variations, which will be taken directly from the brand's energy drink line. The new line of malt alcohol beverages represents Monster's recent push to enter the alcohol market. Back in January, the company announced that it had acquired Canarachy Craft Brewery Collective. According to the company, the acquisition acted as a "springboard" for the brand's entrance into the alcohol space. “Our alcohol innovation pipeline is robust, with a number of additional innovative product lines currently under development," said Co-CEO Rodney Sacks. Image Credit: Justin Sullivan/Getty Images ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 56% | Activity: 80% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Flavored Malt Beverages:** Opportunity for other non-alcoholic beverage companies to expand their product lines into the alcoholic market with flavored malt beverages. - **Alcohol Innovation Pipeline:** The alcohol market is ripe for disruptive innovation by companies looking to disrupt traditional alcohol producers and reinvent market offerings. - **Energy Drink Flavors in Alcohol:** Opportunity to create unique and innovative new flavors for alcoholic beverages by leveraging popular non-alcoholic energy drink flavors. ### Industries Being Reshaped - **Non-alcoholic Beverage Industry:** Non-alcoholic beverage companies could leverage their existing brand recognition to enter the alcoholic market and expand their product offerings. - **Alcohol Industry:** Traditional alcohol producers would need to innovate and adapt to compete with the new entrants in the market. - **Craft Beer Industry:** Craft breweries, who have a proven track record of innovation in the alcoholic beverage industry, could further expand their offerings into the flavored malt beverage market. ## Related on Trend Hunter - [Energy Drink-Inspired Coolers](https://www.trendhunter.com/trends/monster-energy-4.md) - [Energy Drink-Branded Hard Teas](https://www.trendhunter.com/trends/nasty-beast.md) - [Extra-Juicy Energy Drink Flavors](https://www.trendhunter.com/trends/monster-energy-drink.md) - [Juicy Full-Flavor Energy Drinks](https://www.trendhunter.com/trends/new-monster-energy-drinks.md) - [Apple-Forward Energy Drinks](https://www.trendhunter.com/trends/bad-apple.md) - [Mardi Gras-Celebrating Energy Drinks](https://www.trendhunter.com/trends/juice-monster-voodoo-grape.md) - [Coffee-Based Energy Drinks](https://www.trendhunter.com/trends/java-monster-cold-brew.md) - [Cider-Inspired Energy Drinks](https://www.trendhunter.com/trends/monster-juiced-bad-apple.md) - [Summertime Fruit Energy Drinks](https://www.trendhunter.com/trends/monster-ultra-peachy-keen.md)