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the Joshua Schall Audio ExperienceAuthor: Joshua Schall
Welcome to the Joshua Schall Audio Experience On my podcast, youll hear episodes of my popular short-form Consumer Packaged Goods (CPG) news segment "Consumed", a long-form CPG entrepreneurship interview segment "Formula For:", deeper dive segments "Deep Dish CPG", public speaking engagements, and any of my new and current thoughts that I record specifically for this audio experience! Leave a review on iTunes and let me know what you think! Language: en Genres: Business Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Monster Energy is a FLRT | Should Alani Nu & Bloom Worry About This New Female-Focused Energy Drink?
Thursday, 13 November, 2025
Monster Beverage Corporation (NASDAQ: MNST) is without a doubt one of best two-way players in the beverage game, but it’s hard to argue another “best defender in the industry” award isn't warranted after it recently announcing a new female-focused energy drink called FLRT will launch in early 2026. Offense and defense are terms that we’re mostly familiar with when talking about sports, but these words are also applicable in business strategy. When a company is playing offense, its making investments that move the business forward. Alternatively, when a company is playing defense, its making investments to prevent potential downside. Offensive and defensive business strategies are equally important, but when you utilize them depends on numerous internal and external considerations...and accounting for these various marketplace dynamics could mean an offensive-heavy or defensive-heavy strategic gameplan would yield more short- and long-term value generation. So, who’s the “King of Defense” in the beverage industry? If I was voting for this totally made-up award (again), I would give it to Monster Beverage Corporation just like when I examined the Reign Total Body Fuel and Reign Storm product innovations in February 2023. But instead of launching copycat energy drinks to defend against Bang Energy and CELSIUS, another highflying energy drink brand (or I guess brands) are currently on the Monster Beverage hit list. And while recent business performance has been relatively great at Monster Beverage, but that doesn’t mean it’s benefitted from every underlying growth driver powering the energy drinks market. Amid a slew of distribution partnerships, investments and acquisitions, the biggest success stories of the past several years have come to energy drink brands reaching toward female consumers. And the massive, continued achievements by Alani Nu and record-breaking early categorical results from Bloom Nutrition must’ve finally signaled “the future is female” to Monster Beverage because they just announced the upcoming launch of FLRT. Initially debuting in four flavors, FLRT will be positioned as a zero-sugar, female-focused energy drink brand. And while totally understanding (and respecting) the strategic defensive move from Monster Beverage, I didn’t need to read the overwhelmingly negative comments from pundits to know FLRT wasn’t going to be received well online. But since energy drinks are marketed as lifestyle brands that offer beverages with a functional benefit of caffeine, authenticity matters A LOT. So, while Alani Nu and Bloom Nutrition were each co-founded by female fitness influencers, Monster Energy is the epitome of such longtime mainstays of energy drink marketing like extreme sports and bikini models…that for some time suggested the only valuable categorical consumer were young males. And even if Monster Beverage attempted to develop female-focused energy drinks more than a decade ago, that overwhelmingly negative sentiment online obviously shows the brand identity of Monster Energy is so entrenched that consumers feel it seems grossly inauthentic to suddenly pivot now. Instead, if Monster Beverage wants to become liked by female consumers…it probably needs a more dramatic strategic plan. Thus, how about I leave you with this idea…Monster Beverage should acquire Olipop.
