Understanding The Beast Unleashed
Monster Energy has long dominated the energy drink market, but with 'The Beast Unleashed,' the company made a significant pivot into the alcoholic beverage sector. To produce a widely marketable product in the hard seltzer category, Monster chose a malt liquor base for its fermented alcohol, a common practice for this type of drink. This base provides a neutral alcohol flavor, allowing the bold fruit and other flavor profiles to shine through without being overpowered. The resulting product is a flavored malt beverage (FMB), not a traditional energy drink, and should be treated as such by consumers. The 6% ABV places it in the same strength category as many popular beers and hard ciders, but its ingredients and flavor profiles are completely different.
The Malt Alcohol Base Explained
The base alcohol in The Beast Unleashed is a fermented malt. This is a key distinction from other types of alcoholic beverages, such as those made with a distilled spirit base (like vodka or gin) or fermented fruit (like wine). The process of creating a malt beverage involves fermenting malted barley, similar to how beer is made. However, for a product like Beast Unleashed, the fermented liquid is often filtered multiple times to remove the characteristic beer flavors and colors. This creates a clean, neutral-tasting alcohol that can be easily flavored with a variety of ingredients to mimic popular energy drink tastes, such as Mean Green and Peach Perfect. The fermentation of a malt base, instead of using distilled spirits, can also allow for different taxation and sales regulations in many areas, facilitating its availability.
The Flavors of The Beast Unleashed
The Beast Unleashed launched with a variety of flavors inspired by Monster's energy drink lineup. This leverages brand recognition and familiarity, attracting loyal Monster drinkers who are also interested in adult beverages. The initial lineup included:
- Mean Green: A flavor profile modeled after the original Monster Energy drink.
- White Haze: Inspired by the citrusy Monster Energy Zero Ultra.
- Peach Perfect: Modeled on the Ultra Peachy Keen energy drink flavor.
- Scary Berries: A berry-flavored option that aligns with other existing Monster fruit flavors.
Unlike their caffeinated counterparts, these versions contain no sugar and no caffeine, making them suitable for casual, social drinking.
Comparison Table: Monster Energy vs. The Beast Unleashed
To better understand the differences, here is a comparison between a standard Monster Energy drink and The Beast Unleashed line:
| Feature | Monster Energy Drink | The Beast Unleashed |
|---|---|---|
| Caffeine | Contains caffeine | Caffeine-free |
| Primary Function | Provides an energy boost | Provides an alcoholic experience |
| Sugar | Often high in sugar | Zero sugar |
| Alcohol Content | 0% ABV | 6% ABV (flavored malt beverage) |
| Key Ingredients | Water, sugar, energy blend (taurine, L-carnitine, etc.) | Water, fermented malt base, natural flavors |
| Target Audience | Consumers seeking a caffeinated boost | Adults (21+) seeking an alcoholic alternative to hard seltzers |
| Brand Positioning | Energy drink market | Hard seltzer/flavored malt beverage market |
Key Regulations and Market Positioning
Monster's decision to use a malt base for The Beast Unleashed was a strategic move with significant regulatory and market implications. The flavored malt beverage category is often subject to different laws regarding distribution and taxation compared to distilled spirits, which can streamline its path to market. This also allows Monster to sell the product in locations where spirits might be more restricted, such as grocery stores. The strategy was to create a brand that would be immediately recognizable to Monster loyalists but with a clear distinction—it is an alcoholic, caffeine-free beverage designed for adult consumption. This contrasts with the many other hard seltzer brands on the market, creating a unique offering for consumers.
For more information on the flavored malt beverage category and its history, you can read about the history and manufacturing of malt liquors.
Conclusion
In conclusion, the alcohol in Monster Beast Unleashed is a fermented malt base, making it a flavored malt beverage with a 6% alcohol by volume. It is fundamentally different from a traditional Monster Energy drink, containing zero caffeine or sugar. The company specifically designed this line to enter the hard seltzer market, leveraging its existing brand recognition to attract adult consumers looking for an alcoholic alternative. The use of a malt base was a strategic decision to facilitate its market entry and distribution, positioning it against other hard seltzer brands. Consumers should understand this key difference to ensure they are purchasing the intended beverage, whether it's a jolt of energy or a casual alcoholic drink.
