2023 America Monster Energy's new products continue

New product information for Monster Energy's 2023 lineup in the U.S. has been revealed. In addition to its energy drink line, Monster Energy is introducing new alcoholic beverages and mineral water.
I'll also include some details that haven't been widely shared yet.

New Monster Energy Brand Releases in 2023

Here are the upcoming new releases from the Monster Energy series. Some of these products had already started appearing on store shelves in 2022, but they are now set for nationwide distribution across the U.S. The trends in these new products reflect the current energy drink market in America.

The Zero Sugar variant in its original color scheme, which began circulating in 2022, looks almost identical to the full sugar version. This might lead to some confusion for customers picking up the wrong one at stores. This product is also set to launch in Canada.

New REIGN Releases in 2023

REIGN had a steady stream of new releases in 2022, and now in 2023, the brand is introducing a new series called "STORM" in 12oz cans. Just from the size and design, it's clear which competitor they are targeting.

Since around 2021, CELSIUS has been rapidly growing in the U.S., and it's evident that REIGN's new series is aimed directly at this rival. You might think it would make more sense to release a 16oz version instead of a 12oz one, but beyond just competition, this move aligns with a broader trend in the U.S. energy drink market. Expect to see more 12oz-sized options not just from REIGN but from other brands as well.

Other Energy Drink Brands Under the Monster Energy Umbrella

It's disappointing not to see any new releases from NOS or FULL THROTTLE in this lineup. While there's no news of upcoming releases for these brands, longtime energy drink fans in the U.S. will surely miss them.

The Mother LAVA GUAVA was already launched in 2022, and Rainbow Sherbet will soon be expanding its availability across Australia.

New Brand: THE BEAST UNLEASHED – Monster's Alcoholic Beverage

This is not an energy drink but an alcoholic beverage that does not contain energy blend ingredients. Caffeinated alcoholic beverages were banned in the U.S. in 2010 due to safety concerns, so THE BEAST UNLEASHED is a completely separate product line.

Monster Energy acquired a beer company in January 2022, and rumors about an alcohol launch had been circulating since 2020. Although it was initially expected to launch in 2022, it is finally set for release in January 2023. The available flavors include Mean Green, White Haze, Peach Perfect, and Scary Berries, offered in both 16oz and 12oz sizes.

The rollout starts in January with distribution in six states on the East and West Coasts, followed by expansion to the Midwest and other key states in March, with full nationwide availability planned afterward.

TOUR WATER Now Available to the Public

Previously available only to insiders, Monster Energy’s "TOUR WATER" is now being released to the public. The name remains unchanged from the exclusive version.

For its official launch, there will be two variants: regular still water and sparkling water, available in large 19.2oz and 16oz cans. The still water design follows the look of the original non-commercial version. Canned water is an interesting concept, and the sparkling version, in particular, seems like a good fit for this format.

Latest News