Monster Beverage Corporation is an American beverage company based in Corona, California. It was originally founded in 1935 as Hansen’s in Southern California, initially focusing on selling juice products. The company changed its name to Monster Beverage Corporation in 2012 to better reflect its focus on energy drinks. Monster Beverage Corporation itself is a holding company and operates through its consolidated subsidiaries.
The company develops, markets, and sells a wide portfolio of energy drinks, including its flagship Monster Energy brand, as well as other products like Reign Total Body Fuel, NOS, Full Throttle, Burn, Samurai, Relentless, Mother, Live+, and Predator. Monster Beverage holds a significant share of the global energy drink market, ranking second after Red Bull with a 9% share of the $86 billion global market as of 2020.
Besides energy drinks, the company’s subsidiaries also engage in the development and marketing of craft beers, hard seltzers, and flavored malt beverages under various brand names such as Jai Alai IPA, Dale’s Pale Ale, Dallas Blonde, Wild Basin hard seltzers, The Beast, and Nasty Beast Hard Tea. Monster Energy positions itself as a brand that provides a boost of energy and focus, appealing to consumers who need increased energy and endurance.
The company’s corporate headquarters are located at 1 Monster Way, Corona, California. It operates with a customer contact focus, providing phone support for inquiries related to products, promotions, events, and sponsorships.