Is Bang Energy back baby…or is Monster Beverage CEO Rodney Sacks still dialing 1-900-Mix-A-Lot a year later looking for turnaround answers for the energy drink brand? Sticking with the recent theme from my previous Monster Beverage Corporation (NASDAQ: MNST) quarterly content, I’m going to focus a bulk of insights towards reconciling previous forward-looking statements that I’ve made about the Bang Energy turnaround strategy. But since Monster Beverage did just release their 2024 Q2 earnings report, I'll begin by analyzing those documents to obviously update you on how the existing brands within the Monster Beverage portfolio have been performing recently, but more importantly give context for my expanded strategic commentary on energy drink market dynamics and trends. Monster Beverage Corporation quarterly net sales was $1.9 billion (up 6.1% YoY on a constant currency basis). The largest segment of Monster Beverage (~92% of the total sales) is what they call “Monster Energy Drinks” even though it also includes Reign Total Body Fuel and Reign Storm, Bang Energy, and Monster Tour Water. Additionally, the next largest segment is known as “Strategic Brands,” which is a collection of conventional energy drinks that Monster picked up in the sort of “trade” with The Coca-Cola Company in June 2015. These include NOS and Full Throttle sold mostly in the NorAM market, and energy drink brand names like Burn, Predator, and Relentless that are sold globally. While I believe the energy drinks category has massive upside potential to continue growing…the near-term outlook is hazy. Firstly, categorical growth rates have slowed compared to the last handful of years. Moreover, a tighter consumer spending environment have been pressuring same-store sales at convenience channel retailers…which is the most important sales channel for energy drinks. And then Monster energy drink brands are facing opposition within the category at levels never seen before…as CELSIUS, C4 Energy, GHOST Energy, and Alani Nu continue to push hard. Finally, you have the YoY comparatives being thrown off because of the Bang Energy bankruptcy sales process that officially closed on July 31, 2023. But I'll examine the Bang Energy turnaround progress...looking through three strategic lenses: sales and distribution results by the Coca-Cola bottler system, product innovation pipeline, and branding and marketing efforts that could lift Bang Energy out of the Jack Owoc shadow. If you’ve looked at Bang Energy social media lately, many elements of this original “loud party vibes” lifestyle are still present...but there’s one noticeable difference. Bang Energy and the streaming and content creator supergroup Any Means Possible (AMP) signed a strategic partnership that also makes the household name for Gen Z consumers the creative minds behind brand strategy. AMP is comprised of six members…with the most popular member being Kai Cenat, who’s holds enough “attention” to shift culture. Finally, we can’t talk Monster and Bang without some legal chatter, right?

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