Monster Beverage Corporation, maker of Monster Energy drinks, is purchasing CANarchy Craft Brewery Collective, a portfolio of craft beer and hard seltzer brands, for $330 million in cash. What? Why? OK. This shouldn’t be that big of a surprise for those of you that consume my content regularly. The deal gives Monster Beverage Corporation a foothold in the alcohol market through a nationwide network of breweries and distribution connections. This has been a goal the energy drink company has telegraphed since 2019 when CEO Rodney Sacks stated on an earnings call that they had an appetite for the alcoholic beverage market. So, why did Monster Beverage buy and not build or partner to make its alcohol dreams become a reality? However things play out in the future, this Monster Energy and Canarchy deal will certainly be an early case study to the converging beverage landscapes. Depending on success, it will likely set off a domino effect of other deeper strategic partnerships and acquisitions.

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