USA – In a strategic move to expand its alcoholic beverage portfolio, Monster Beverage Corp. is introducing Nasty Beast Hard Tea, a 6% alcohol-by-volume beverage, set to rival other players in the growing hard tea market.  

The new product follows Monster’s successful foray into the alcohol space with The Beast Unleashed in 2023, which emerged as the best-selling new brand in the beer sector last year, boasting over US$87 million in sales. 

According to Rodney C. Sacks, chairman and co-chief executive officer of Monster, the introduction of Nasty Beast is part of a deliberate effort to establish a formidable presence on store shelves.  

He said, “If you look at that together with Beast Unleashed, we think that the two of them together are now going to give us an ability to have a presence on shelf so that it won’t be lost with one or two facings.” 

The Nasty Beast Hard Tea will be available in three flavors: Original, Tea + Lemonade, and Green Tea, providing consumers with a diverse range of choices.  

The product is set to debut in a 12-oz variety, with plans to expand into 24-oz single-serve cans in the coming months. Sacks added, “The 12-pack variety pack is now going out to the initial beer distributors in the network, and it will be launched throughout January and into February.” 

Monster’s venture into the alcoholic beverage market was facilitated by its acquisition of Canarchy Craft Brewing in 2022 for US$330 million. This acquisition equipped Monster with the necessary infrastructure to manufacture and distribute alcoholic products.  

Hilton Schlosberg, co-CEO of Monster, emphasized the significance of this move, stating, “After it acquired Canarchy, a craft beer and hard seltzer company, Monster’s co-CEO Hilton Schlosberg said the purchase would give his company the needed infrastructure to manufacture and distribute alcoholic products.” 

The hard tea market, valued at US$2 billion in 2021, is expected to witness a substantial growth rate of 24.7% through 2030, according to Grand View Research. 

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