Energetic New Year

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With Coke distribution fully engaged, it looks like Monster is starting to close the revenue gap that has long separated it from Red Bull: brand family to brand family, it’s just a couple of percentage points behind, and stock market analysts are already drooling about a cherry-flavored version of Zero Ultra. And guess what else is benefitting? NOS. With Monster’s brand team behind it, the supporting player in the Coke energy portfolio for Hansen’s non-energy brand trade is flying, up 18 percent. Pepsi is under-represented here because of the strength of AMP’s kickstart, which is around $300 million. Rockstar still has a strong presence, but other brand families have been pretty much relegated to also-rans.

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