Deal swaps ownership of Coca-Cola’s energy portfolio with Monster’s non-energy brands
August 15, 2014
The Coca-Cola Co., Atlanta, and Monster Beverage Corp., Corona, Calif., have entered into definitive agreements for a long-term strategic partnership that they expect will accelerate growth for both companies in the global energy drink category.
As beverage manufacturers get more creative in their product development, more beverages seem to be blurring category lines. One category that has been both aided and challenged by this multi-platform approach is the energy drink category.
According to Mintel, 42 percent of people who drink energy shots take them in the afternoon, and 49 percent of people who consume energy drinks also do so in the afternoon, said Jennifer Zegler, global food and drink analyst at the Chicago-based market research firm, in Beverage Industry’s August 2013 issue.
“Yummification” video contest asks fans to mix energy shots with an everyday beverage
July 8, 2014
Living Essentials LLC, Farmington Hills, Mich., kicked off its new “Yummification” video contest, which invites fans to create a video of their favorite way to mix a 5-Hour Energy shot with an everyday beverage.