Monday, 16 July 2012

MONSTER ENERGY


Monster Energy

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Monster Energy
Monster energy drink feature.jpg
Type Energy drink
Manufacturer Monster Beverage Company
Country of origin United States
Introduced 1997
Variants Original (green), Lo-Carb (blue), Khaos (orange), M-80 Also known as Ripper in Europe (yellow), Mixxd (purple), Assault (Red), Java, X-Presso, Hitman (shooter), Heavy Metal, B F C, Import, Import Light, Absolutely Zero, Rehab, DUB Edition, Nitrous, M3 and Tour Water-- for sponsored athletes
Monster Energy is an energy drink, launched by Hansen Natural in 2002.[1] It comes in a black can with a coloured logo. "Absolutely Zero" (launched in 2003) was the first zero calorie energy drink. "Monster Java" was the first energy drink to be sold mixed with coffee.[citation needed]
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Contents

Distribution

Monster Energy portfolio – left to right: Assault, Khaos, M-80 (in Europe is known as Ripper), Original, Lo-Carb, Mixxd, Absolutely Zero.
Monster Energy advertises mainly through sponsorship of sporting events, including motocross, flag football, car racing, BMX, snowboarding and skateboarding. In 2006, Hansen Natural Corporation announced a distribution agreement with Anheuser-Busch in the U.S.[2][dead link] and Grupo Jumex in Mexico.[3][dead link]
In 2008, Hansen Natural Corporation announced that they were switching distributors from Anheuser-Busch to Coca Cola. [4]

Ingredients

Monster Energy Supplement Facts: 240 mL Serving
The caffeine content of most Monster Energy drinks is approximately 10 mg/oz (33.81 mg/100ml),[5][6] or 160 mg for a 16 oz can. The packaging usually contains a warning label advising consumers against drinking more than 48 oz per day (16 oz per day in Australia and the UK). The drinks are not recommended for children, pregnant women or people sensitive to caffeine.
The ingredients include carbonated water, sucrose, glucose, taurine, sodium citrate, panax ginseng root extract, L-carnitine, caffeine, sorbic acid, benzoic acid, niacinamide, sodium chloride, glucuronolactone, inositol, guarana seed, pyridoxine, hydrochloride, sucralose, riboflavin, maltodextrin and cyanocobalamin.

Endorsements

Monster Energy pays many sports figures to endorse its products, including Greg Lutzka, Rob Dyrdek, Sam Hill, Rick Thorne, Jason Acuña, TJ Lavin, Rupert Davies, Greg Hancock, Tomasz Gollob, [[Paul D series in the United States.[7]
Monster Energy sponsors a motocross race team named "Monster Energy/Pro Circuit/Kawasaki".[8], and the Monster Energy Factory Yamaha motocross team, based in Hampshire, England. Monster Energy was the title sponsor of the French motorcycle Grand Prix in 2010 and 2011.[9]
Monster Energy broke into eSports with their sponsorship of Evil Geniuses, one of the premiere North American multi-gaming organizations.[10]

Legal Actions and Law Suits

Monster Energy has been involved in a number of David and Goliath type lawsuits, claiming acts of copyright infringement. In 1999, Monster Energy filed a lawsuit against Vermonster Beer, claiming that the use of the word 'monster' violated their copyright. The cost of fighting the action in court would likely bankrupt Vermonster Beer, despite the lack of a real claim by Monster Energy. A massive social media and grass roots movement resulted in Monster Energy being temporarily pulled from many retailers. The case was eventually settled out of court.[11]
In 2012, Monster Energy sent a similar cease-and-desist letter to MonsterFishKeepers.com, again claiming that the use of the word "monster," as well as a logo featuring the letter "M," violated their copyright.

References

  1. ^ Hansen Natural: Charging at Red Bull with a brawny energy brew. Businessweek.com (2005-06-06). Retrieved on 2011-12-30.
  2. ^ Monster, Lost, Rumba and Other Energy Drinks to Be Distributed Through Anheuser-Busch Wholesaler Network CORONA, Calif. May 9, 2006[dead link]
  3. ^ Hansen Natural Signs Mexican Distribution Agreement CORONA, Calif., May 23, 1842 (BUSINESS WIRE)[dead link]
  4. ^ http://www.reuters.com/article/2008/10/06/us-hansen-shares-idUSTRE49570320081006
  5. ^ The Caffeine Database. Energyfiend.com. Retrieved on 2011-12-30.
  6. ^ "Caffeine Content". Center for Science in the Public Interest. Retrieved 27 April 2011.
  7. ^ Monster Energy Celebrities Page
  8. ^ "Team facts". Kawasaki. 2009. Retrieved 2009-07-16.
  9. ^ "Monster Energy agrees to back French GP". Insidebikes. Retrieved 2010-03-04.
  10. ^ Evil Geniuses homepage
  11. ^ [1]

External links

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