Renowned energy drink brand Monster has been keeping busy over the past few months. Already in February, an alcoholic version (without caffeine) of four of its varieties was launched, which are distributed in 40% of the country, with the intention of increasing nationwide by the end of the year. At the annual shareholders’ meeting held recently, the co-CEO introduced that the beverages would have a particular name: Nasty Beast Hard Teas – a line of hard iced teas – which have been well received commercially.
There is some confusion between Monster FMBs, such as The Beast Unleashed and Nasty Beast Hard Tea, with hard seltzers. These two products have important differences; for example, the alcohol in hard seltzers is the result of sugar fermentation while FMBs are manufactured through a process similar to brewing beer. Therefore, FMBs are rarely gluten-free, while hard seltzers are more often gluten-free. Another essential difference is that hard seltzers use a seltzer base, which means that the products are carbonated. FMB (and hard teas in particular) are often non-carbonated.
In the world of flavored malt beverages, the hard tea market is experiencing an increase in popularity. Sales have grown strongly this year, according to Brewbound, almost 40% in just one year. This trend has not gone unnoticed by several major brands and companies, who are trying to get a piece of the unstoppable success of hard tea. Monster Energy tried to beat Twisted Tea, the company that currently dominates 91% of the market. Lipton Hard Iced Tea launched its commercial section earlier this year thanks to an agreement between Pepsico and FIFCO USA, while Arizona introduced its own line of hard teas after considerable success in Canada in 2020.
In addition, Monster Energy announced its next alcoholic beverage, called Nasty Beast Hard Teas. It will be available in four different varieties, although the flavor of each is uncertain. These soft drinks will feature an alcohol content of 6% ABV, which would be in line with the Beast Unleashed to be launched nationally later this year. The cans that will contain these beverages will be 12oz for 12-packs and 23-24oz for singles. It is unknown whether they will carry caffeine or not; however, the competition usually includes small amounts (similar to 30 mg per 12 oz. can). In addition to its scheduled release this year, there are also intentions on the part of the brand for possible innovations in 2024.
