Channel Check: Energy Drinks

There’s some shifting down the line and an even bigger shift looming up the line as well. The big encroaching shift is that Monster is getting ever-closer to displacing Red Bull on a cumulative basis for overall sales. While Red Bull’s core offering remains the highest-grossing product in the category, the Monster portfolio continues to power growth. What’s already occurred, however, is that NOS has apparently displaced Rockstar’s core SKU. While the Rockstar portfolio is keeping it #3 overall, NOS is gaining steadily against slowdowns in Rockstar and Rockstar sugar-free. One thing keeping the bad boy brand rolling, however, is the growth of ZERO.