Energy drink maker Monster’s interest in the beverage alcohol space hasn’t faded — at least if the company’s job listings are a clue to its ambitions.
Financial services firm Jefferies web sleuthed several job posts over the last year that point to Monster “prudently building expertise in the alc space, incl. alc strategy (innovation) and regulatory affairs *bev alc. experience ‘a must.’).”
Jefferies’ latest report comes on the heels of rumored interest in some type of tie-up between Monster and Constellation Brands, as reported by Boomberg in late November. The structure of that deal was unclear, although RBC analyst Nik Modi played out the scenarios that could get a deal across the finish line.
Monster’s interest in alcoholic beverages — particularly, hard seltzer — has been a topic of discussion since June 2019, but 2020 and 2021 went by without the introduction of a product. Nevertheless, Monster’s interest remains alive, as the job posts discovered by Jefferies shows.
Among the positions advertised included:
- A manager of alcohol strategy and innovation, who would be tasked with working with Monster’s innovation and executive leadership “on a new product strategy to create compelling and differentiated alcoholic products;”
- A trade marketing manager, who would be in charge of “campaigns for all channel customers with distributor’s sales planning and trade marketing department … with wine and spirits experience a big plus;”
- And regulatory affairs for North America, with the hire joining a team focused on “innovation … and will also be responsible for compliance activities related to other product categories than energy, such as alcoholic beverages … regulatory experience in alcoholic beverage industry a must.”
Jefferies called the job posts “modest” in scope “but nevertheless noteworthy.” The firm added that “the drumbeat of a bigger announcement seems to be growing louder” as the convergence between non-alcoholic and alcoholic beverage brands continues.
Jefferies’ conclusion: Monster is “likely to join the fray.” That fray includes Coca-Cola, which has reached partnerships with Molson Coors (Topo Chico Hard Seltzer) and Constellation Brands (Fresca Mixed); Boston Beer Company with PepsiCo (Hard MTN Dew) and Beam; and Heineken USA and AriZona Tea maker Hornell Brewing (AriZona Sun Rise Hard Seltzer); among others.