CORONA, CA – Hansen Natural Corp. and Anheuser-Busch Inc. have forged an agreement under which A-B will manage and coordinate the sales, distribution and merchandising of Monster Energy energy drinks to on-premise retailers including bars, nightclubs and restaurants in territories approved by Hansen. Terms of the agreement were not disclosed.
Select A-B wholesalers currently distribute Monster Energy, Lost Energy and Unbound energy drinks, as well as Rumba energy juice, to off-premise accounts in certain U.S. markets following agreements signed between A-B and Hansen in May 2006. This new agreement will provide A-B-designated wholesalers with an opportunity to sell Monster Energy to on-premise accounts.
Launched in April 2002, Monster Energy is a leading 16-oz. energy drink in the United States. According to ACNielsen Convenience Brand Rank, energy drink category sales are up more than 43% for the 13-weeks ended Dec. 31, 2006, over the comparable period last year. In the United States, Monster Energy is the No. 2 brand overall with a 22.2% share, and Lost Energy is the No. 10 brand. Rumba energy juice and Unbound Energy are new Hansen products.
“Anheuser-Busch has been an outstanding business partner for the last eight months, and we are excited to expand our relationship with them to include the on-premise channel-a significant and largely untapped market for our products,” said Rodney C. Sacks, chairman and CEO of Hansen. “This agreement opens a significant new and incremental sales channel for Monster Energy that will play an essential role in continuing the development of the image and personality of our Monster Energy brand and provide extremely important sampling opportunities.”
Based in Corona, Calif., Hansen markets and distributes Hansen’s Natural Sodas, signature sodas, fruit juice smoothies, energy drinks, Energade energy sports drinks, E20 Energy Water, sparkling lemonades and orangeades, multi-vitamin juice drinks in aseptic packaging, Junior Juice juice, iced teas, lemonades and juice cocktails, apple juice and juice blends, Blue Sky brand beverages, Monster Energy brand energy drinks, Lost Energy brand energy drinks, Joker Mad Energy, Unbound Energy and Ace Energy brand energy drinks, Rumba brand energy juice and Fizzit brand powdered drink mixes.