Monster Beverage Company confirmed its long-rumored entrance into beverage alcohol during its Q2 2022 earnings call Thursday, announcing that Monster Beast Unleashed, a four-SKU line of flavored malt beverages (6% ABV) will launch in late Q4 2022 with the goal of being nationally distributed by the end of 2023. It will be the energy drink maker’s first major alcoholic beverage launch since acquiring the CANarchy Craft Brewery Collective in early 2022.
Beast Unleashed will come in a 16 oz. single-serve can, as well as a 12-can variety pack in 12 oz. cans. The four flavors will be based on some of the brand’s “most well-known and popular flavors,” Monster CEO and chairman Rodney Sacks said during the call.
“Beast Unleashed will leverage Monster’s brand equity while carving out its own unique space in the beverage-alcohol sector, and will be distinguishable from the many hot seltzer brands that have become so ubiquitous over the last several years.”
Sacks said the company’s alcohol innovation pipeline is “robust with a number of additional innovative product lines currently under development.”