Channel Check

SPOTLIGHT CATEGORY

Energy Drinks & Shots

SOURCE: IRI, a Chicago-based market research firm (@iriworldwide)

52 Weeks through 8/7/16

It’s enough to make a grown Monster cry: Monster Energy, that is, which from this latest reading of IRI numbers is on the cusp of overtaking Red Bull for the lead in dollar sales of in the energy drink category, and that’s not even counting its new responsibility for Coke’s NOS and Full Throttle lines as well, which would put it far ahead of the Austrian independent. Of course, the whole category continues to soar, but Coke distribution may be what finally pulled Monster ahead. In the U.S., at least – there’s the rest of the world to consider, of course. Meanwhile, 5-Hour continues to be the category for energy shots.