Introducing The Beast Unleashed: Monster's Entry into the Alcohol Market
For years, consumers have speculated about or created their own mixes of Monster Energy with alcohol. However, the Monster Beverage Corporation officially put an end to the DIY approach by launching its own branded alcoholic beverage in 2023. This product line, known as The Beast Unleashed, is not a caffeinated alcoholic drink, but rather a hard seltzer with flavor profiles reminiscent of the popular energy drink. The strategic move highlights a growing trend among major beverage companies to diversify their product offerings and capture a wider market share.
The Birth of The Beast Unleashed
Monster officially unveiled The Beast Unleashed after its acquisition of the craft brewery collective CANarchy in 2022, a deal worth $330 million. This acquisition provided the company with the infrastructure and expertise needed to brew and distribute alcoholic beverages. The development of The Beast Unleashed was a direct outcome of this corporate expansion. Crucially, the company decided to remove the controversial "energy blend" from this product, meaning it contains zero caffeine and zero sugar. This decision was likely influenced by regulatory scrutiny surrounding caffeinated alcoholic beverages, a market that saw brands like Four Loko voluntarily remove caffeine from their products over a decade ago.
The Beast Unleashed features a 6% alcohol by volume (ABV) and is brewed with malt alcohol. The initial launch included four flavors inspired by the classic Monster lineup:
- Mean Green: A bold flavor that mirrors the original black and green Monster can.
- White Haze: A smooth, citrusy profile similar to the Monster Energy Zero Ultra.
- Peach Perfect: A crisp and refreshing peach flavor, referencing the Ultra Peachy Keen variety.
- Scary Berries: A sparkling citrus and berry blend with a less sweet taste.
This line offers consumers a familiar taste experience without the high-sugar and high-caffeine content of the original. The beverage was initially rolled out in select U.S. states and has since been expanding its distribution nationwide.
Monster's Expanding Alcoholic Portfolio: Nasty Beast
Beyond The Beast Unleashed, Monster continued its diversification into the alcoholic beverage space with the introduction of Nasty Beast hard iced teas later in 2023. This product line is also 6% ABV, but unlike The Beast Unleashed, it does contain a small amount of natural caffeine from the tea, though significantly less than a standard Monster Energy drink. Nasty Beast comes in flavors like Original, Tea + Lemonade, and Peach, targeting the growing flavored malt beverage (FMB) market. The company's multiple alcoholic offerings demonstrate a serious and sustained effort to become a major player in this competitive industry. These products capitalize on brand recognition while offering distinct drinking experiences for different occasions.
Comparison: Monster Energy vs. The Beast Unleashed
To better understand the key differences, here is a comparison between the original Monster Energy and its alcoholic counterpart, The Beast Unleashed.
| Feature | Monster Energy Original | The Beast Unleashed Hard Seltzer |
|---|---|---|
| Beverage Type | Caffeinated Energy Drink | Alcoholic Hard Seltzer |
| Alcohol Content | 0% ABV (Non-alcoholic) | 6% ABV |
| Caffeine Content | High (Approx. 160mg per 16oz can) | Zero |
| Sugar Content | High (Approx. 54g per 16oz can) | Zero |
| Primary Function | Energy Boost | Alcoholic Malt Beverage |
| Target Audience | Primarily young adults (18-35) | Legal drinking age adult consumers |
| Inspiration | Adrenaline and performance | Familiar Monster flavors |
| Flavors | Mean Green, Ultra, Juice, etc. | Mean Green, White Haze, Peach Perfect, Scary Berries |
Important Safety and Consumer Considerations
The decision to make The Beast Unleashed caffeine-free was a critical step for consumer safety. Combining high levels of caffeine with alcohol can be dangerous, as the stimulant effects of the caffeine can mask the depressant effects of the alcohol. This can lead to individuals misjudging their level of intoxication, potentially resulting in excessive drinking and risky behavior. The Beast Unleashed avoids this specific hazard by not mixing stimulants and depressants. Nonetheless, it is still an alcoholic beverage and should be consumed responsibly by those of legal drinking age. Consumers should be aware that the similar branding does not mean the products have similar effects. The flavor profiles may be the same, but the functional components are completely different. Monster's careful marketing strategy for The Beast Unleashed has aimed to distinguish it from traditional hard seltzers, leveraging the existing brand equity while creating a unique space in the alcohol sector.
Conclusion
When asked what the alcoholic version of Monster Energy is, the answer is not a single product but a new line of beverages from the Monster Beverage Corporation. The flagship product is The Beast Unleashed, a hard seltzer that offers familiar Monster flavors but contains zero caffeine and 6% alcohol by volume. The company has further expanded its alcoholic offerings with the Nasty Beast hard iced tea line. These moves represent a significant and calculated strategy to diversify the brand's portfolio beyond energy drinks and into the booming alcoholic beverage market. While the branding may be familiar, the key distinction is the absence of caffeine in The Beast Unleashed, addressing critical safety concerns associated with mixing stimulants and depressants. This expansion solidifies Monster's position as a versatile player in the competitive beverage industry.
Learn more about Monster's alcohol strategy and the launch of The Beast Unleashed here.
