Monster Energy makes big move, As the two biggest beverage businesses in the world, PepsiCo (PEP – Get Free Report) and Coca-Cola Company (KO – Get Free Report) have each acquired many rivals. Coca-Cola paid $4.1 billion for Energy Brands, which it followed by purchasing a minority stake in Monster Brands. For $1.7 billion, PepsiCo acquired Quaker Oats Company, which also owned the Gatorade brand.
Coca-Cola’s market entry influenced Pepsi’s Consideration
Since it was the sports drink of choice for athletes to keep them going during games and contests, Gatorade, which was introduced in 1965, was the closest thing to an energy drink before today’s energy beverages existed. With the release of energy drinks, Coca-Cola and Pepsi needed in.
Coca-Cola’s entry into the energy drink market through its ownership of Monster Energy may have influenced Pepsi’s consideration of purchasing the Bang brand, reviving the cola wars.
Even with the biggest bidders, acquisitions and business deals do not always succeed. Bang Energy and PepsiCo were in negotiations for PepsiCo to acquire Bang Energy, however when new energy beverage firms entered the market, Bang’s market share decreased. As soon as Bang’s parent company Vita Pharmaceuticals filed for Chapter 11 bankruptcy, Pepsi decided to stop the takeover negotiations.
Bang’s market share was approximately 9.7%
After a failed agreement with Pepsi competitor, Monster Beverage (MNST) – Get Free Report, which is owned in part by Coca-Cola Company, is entering the market. Coca-Cola and PepsiCo have competed against one another for well over a century, and Monster Energy is taking a step that will put market share for both the huge PepsiCo and Coca-Cola’s minority owner at risk.
According to Food Dive, Bang’s market share was approximately 9.7% before PepsiCo took over distribution. However, once PepsiCo took over distribution, Bang’s market share decreased to approximately 3.4%. According to court records, Monster and Bang Energy are negotiating to buy the business for $362 million. The future outcomes of Monster’s acquisition of Bang are undetermined.
Bang attorney Andrew Sorkin stated that “either there is a sale to Monster Energy or there will be an immediate liquidation.” If the Monster acquisition fails, the company would shut down, resulting in the loss of 700 jobs, according to Bloomberg. The Federal Trade Commission is currently reviewing the transaction and is requesting further details before approving it. According to Sorkin, the purchase agreement between Monster and the FTC was due to expire on June 30 and the FTC must make a decision soon.
Monster Energy recently prevailed in a lawsuit
According to Reuters, Monster Energy recently prevailed in a lawsuit against Bang Energy that claimed Bang had misrepresented the components and advantages of their drinks. Bang was consequently sentenced to pay Monster $293 million.
Although Bang had claimed to use “Super Creatine,” its beverages contained no creatine. Creatine increases muscular mass, which enhances athletic performance. Creatine is commonly consumed by sportsmen and bodybuilders. According to Monster’s legal team, which included Hueston Hennigan, Moez Kaba, and John Hueston, Bang was swiftly establishing itself in the market. In Monster’s case, it was alleged that Bang’s success was based on the misrepresentation of the benefits Bang offered.