Line extensions are officially the name of the game here, as we see why the combination of Coke distribution and Monster Energy is so potent: look what it’s done with Monster Rehab. It’s now bigger than Rockstar, according to IRI. Meanwhile, Java Monster and Red Bull Total Zero are also huge products in their own right, filling out strong market niches. Don’t count out Rockstar, however – its Recovery, while down a bit from a growth perspective, is still one of the best-selling tall cans in the country. It’s hard to say what happens to Xyience from here – the growth rate has slowed, at least in the channels represented here, although it has a broad reach in GNC and other stores.
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