Most beverage makers would be happy to report 7% growth and record gross sales. But in the energy-drink category, that’s not good enough.
“The beverage market in the USA, our largest market, continues to experience softness,” Monster CEO Rodney Sacks said in August. “DSD volumes declined in all major channels, including the convenience and guest channel.”
To improve business, Monster and the other major energy-drink makers continue to focus on product innovation and entering new day-parts. One highlight, in particular, is Monster Unleaded, a caffeine-free version that still promises cognitive focus without the potential sleeplessness. The product aims to open up the evening day-part, while other line extensions—Monster Ultra Sunrise and Red Bull’s juice-flavored Editions line—target the early morning.
Top 10 Energy Drinks in C-Stores
52 weeks ending Nov. 30, 2014
| Brand | Dollar sales (in millions) | PCYA* | Unit sales (in millions) | PCYA* |
| Red Bull | $2,816.88 | 7.1% | 970.99 | 7.2% |
| Monster | $927.30 | 8.9% | 423.94 | 9.1% |
| Nos | $295.16 | 23.4% | 141.14 | 23.5% |
| Java Monster | $267.71 | 5.9% | 107.91 | 7.2% |
| Monster Zero Ultra | $263.30 | 15.0% | 113.89 | 10.2% |
| Monster Rehab | $242.16 | -9.3% | 108.41 | -9.0% |
| Rockstar | $235.95 | 4.3% | 115.30 | 4.9% |
| Monster Mega | $225.21 | 2.5% | 70.77 | -1.3% |
| Monster Lo Carb | $218.85 | -6.7% | 90.99 | -7.4% |
| Monster Absolute Zero | $126.33 | -17.9% | 53.43 | -18.5% |
| Total (including brands not shown) | $7,916.35 | 4.5% | 3,194.85 | 5.1% |
Source: IRI * Percent change from a year ago
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