Blog: Andy MortonMonster Beverage Corp may regret latest punch line

Andy Morton | 21 January 2014

Does Monster Beverage Corp wish to make itself more of a target than it already is?

Currently bogged down in food safety investigations and lawsuits, the energy drinks firm has announced a new line. Punch Monster will start shipping to US retailers in the first quarter, company CEO Rodney Sacks told analysts in a business update this month.

It will replace the underperforming DUB Edition but is a brand new formulation. “Changed flavour, changed positioning, changed cans,” as Sacks said.

Perhaps he should consider changing the name, too? Punch Monster, in these embattled times, sounds like an offer, metaphorically speaking, some of the people behind the lawsuits and investigations may find hard to turn down. 



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