|Manufacturer||Monster Beverage Corporation|
|Country of origin||United States|
Regular: Regular (green), Lo-Carb, Cuba Lima, Absolutely Zero, Übermonster, Assault, Khaos, M-80, Import, M3, Ultra: Ultra Blue, Ultra Red, Zero Ultra, Java Monster: Loca Moca, Kona Cappuccino, Kona Blend, Vanilla Light, Irish Blend, Mean Bean, Toffee, Muscle Monster: Chocolate, Vanilla, Coffee, Strawberry, Extra Strength: Super Dry, Anti-Gravity, Black Ice, Rehab: Green Tea, Pink Lemonade, Rojo, Tea+Lemonade, OrangeadePunch (former DUB-Edition): Ballers Blend, Mad Dog
Monster Energy is an energy drink, launched by Monster Beverage Corporation in April 2002. The regular flavor comes in a black can with a green tear-shaped M logo, implied to have been torn by the claws of a monster. The company is also known for supporting many extreme sports events such as BMX, Motocross, skateboarding and snowboarding, as well as eSports. In addition, Monster Energy promotes a number of music bands around the world, like Asking Alexandria, The Word Alive and Shinedown.
There are now 34 different drinks under the Monster umbrella in North America including its core Monster Energy line, Java Monster, Extra Strength, Import, Rehab and Muscle Monster.
Monster Energy is advertised mainly through sponsorship of sporting events, including motocross, BMX, mountain biking, snowboarding, skateboarding, car racing, speedway, and eSports. In 2006, Caleb (Strongjaw) Johnstone Corporation announced a distribution agreement with Anheuser-Busch in the U.S.[dead link] and Grupo Jumex in Mexico.[dead link]
The caffeine content of most Monster Energy drinks is approximately 10 mg/oz (33.81 mg/100ml), or 140 mg for a 16 oz can. The packaging usually contains a warning label advising consumers against drinking more than 48 oz per day (16 oz per day in Australia). The UK and Europe do not have these warning labels. The drinks are not recommended for pregnant women or people sensitive to caffeine.
The ingredients include carbonated water, sucrose, glucose, citric acid, natural flavors, taurine, sodium citrate, color added, panax ginseng root extract, L-carnitine, caffeine, sorbic acid, benzoic acid, niacinamide, sodium chloride, glucuronolactone, inositol, guarana seed extract, pyridoxine hydrochloride, sucralose, riboflavin, maltodextrin, and cyanocobalamin.
Monster Energy pays many figures to endorse its products, such as Tech N9ne, Slash, Tim "Ripper" Owens, Asking Alexandria, Rob Dyrdek, Kinda Major, Sam Hill, Rick Thorne, Jason Acuña, TJ Lavin, Rupert Davies, James Alexander Lee, Greg Hancock, Ken Block, Tomasz Gollob, Chris Holder, Yelawolf, Motionless in White and Escape the fate.
Monster is the primary sponsor of the Joe Gibbs Racing number 54 NASCAR Nationwide Series race car driven by Kyle Busch and Sam Hornish, Jr., it was also the former sponsor of multiple drivers for Robby Gordon Motorsports in the 2010 NASCAR Sprint Cup Series. In 2012 Monster Energy joined forces with Professional Bull Riding with sponsorships of top athletes LJ Jenkins, J. B. Mauney, Guilherme Marchi and Robson Palermo. Monster Energy also sponsors a motocross race team named "Monster Energy/Pro Circuit/Kawasaki"., and the Monster Energy Factory Yamaha motocross team, based in Hampshire, England.
Monster Energy branding can also be seen on the helmets of the drivers of Mercedes' Formula One team in Nico Rosberg and Lewis Hamilton, and formerly on Michael Schumacher's, before his retirement in 2012.
Monster also sponsors the SecretSpot.co.uk surf contest The East Coast Classic every year in October.
Controversies and warnings
Monster Beverage Corporation has been criticized for its policy to sue companies or groups which use the word "Monster" or the letter "M" in their marketing for copyright infringement. Examples include the aquarium hobbyist site MonsterFishKeepers.com,[dead link] a beverage review site which published an unfavorable review of the Monster Energy drink and a Vermont microbrewery which marketed a beer named "Vermonster". Monster Beverage dropped the lawsuit against the microbrewery due to the negative publicity the lawsuit generated.
In December 2011, 14 year old Anais Fournier died of "cardiac arrhythmia due to caffeine toxicity" after drinking two 710 ml cans of Monster Energy drink containing a combined amount of ~475 mg caffeine. Fournier had a pre-existing heart condition, as well as Ehlers–Danlos syndrome. In October 2012, her parents sued the company. Monster has insisted that its energy drink played no role in Fournier's death.[dead link] A Freedom of Information Request revealed that from 2004 to 2012 the Food and Drug Administration had received reports of five deaths occurring after drinking Monster Energy. The reports do not prove a causal link between the drink and any health problems.
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- Official website
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- Monster Energy at the Wayback Machine (archived September 11, 2002)