In January 2014 Monster Beverage CEO Rodney Sacks hit back at suggestions the firm doesn’t have any big 2014 launches and believes a new Punch Monster line could fly when it ships (from the end of Q1 2014, if you've seen it, let me know!) given broad consumer appeal.
The firm is branching out beyond its core energy territory to snare older consumers, as well as more women, and significant recent successes in this respect include its zero-calorie Ultra line.
Sacks said in January that previous punch product Monster DUB had been marketed to a “carb culture” and was a very niche product that the company had found it difficult to attain extensive US distribution for.
That said, one of the widest products (in terms of appeal) was punch, he added, which was why some of Monster’s competitors had also launched in this space.
“We believe that a punch product as a brand and as a sub line will appeal to a far broader audience of consumers,” Sacks said.
“We think there is a runway for the punch line…We’ve kept a badge on the back of the can because we want to retain the equity we have with the Dub consumer, but it is a completely new product," he told investors.