Monster Energy Vet Dan Lamb Joins A SHOC As CCO

Better-for-you energy drink maker A SHOC announced today that former Senior VP of Monster Energy, Dan Lamb, has joined the company as its new Chief Commercial Officer.

Lamb has over three decades of experience in the beverage industry, almost half of which he spent working specifically in the energy category. In joining A SHOC, he will be re-teaming with another fellow Monster veteran: former VP of Innovation Scot DeLorme, who serves as A SHOC’s president and founder.

Lamb will be tasked with leading A SHOC Energy’s commercialization strategy and overseeing distributor relationships and management, sales operations and category management in his new role.

“I couldn’t be more excited to team up with Dan again,” DeLorme said in a press release. “Having seen first-hand the impact he had on Monster’s success, not only on the sales side, but also transforming the company’s culture and bringing them into a digital age with unique selling tools and strategy. Dan’s knowledge of the energy category and leadership will be a huge gain for our organization. Not to mention his passion for the game and high energy is contagious.”

Lamb began his career in the beverage industry as an Account Manager at E & J Gallo Winery and quickly moved up through various sales roles across the West Coast with local distributors such as Maletis Beverage and in the beer industry at Widmer Brothers Brewing Co. Most recently, Lamb served as CCO at California-based Stone Brewing.

During his time at Monster, Lamb worked across a variety of segments from brand building and communications to corporate strategy.

“I am excited about this opportunity to work with this passionate team and work with our partners at KDP to grow this exciting brand,” Lamb said in a press release. “Watching Scot over the years with Monster brought so much excitement to the category and the fans were nothing short of amazing, and already seeing a few tricks he has up his sleeve for A SHOC. The future is bright for this brand.”

Launched by beverage entrepreneur Lance Collins (ZEN WTR, CORE) and distributed through a partnership with Keurig Dr Pepper (KDP), A SHOC is a challenger brand within the rapidly expanding “performance energy” space — alongside names like C4, Bang, Celsius, Rowdy, Zoa and more — introducing ingredients and functional benefits from the nutrition supplement space into RTD energy. The drinks contain plant-based caffeine, electrolytes, nine essential amino acids and no sugar.

Earlier this year, the brand introduced its first plant-based line called A SHOC Accelerator, which features a “thermogenic blend” of functional ingredients. That launch sparked legal action from competitor Celsius, which filed suit against A SHOC in April for allegedly copying its look and engaging in false advertising.