(Coca-Cola bottlers are responsible for formulating and distributing soft drinks, using concentrate made by Coca-Cola Co.
But bottlers who don't have the rights to distribute Monster have clamored for help. In parts of the country, Coca-Cola bottlers carry Monster, the massive brand owned by Hansen Natural Corp. Its dollar sales are up about 14 percent this year, exceeding $128 million. NOS, which is also owned directly by Coca-Cola, is having a much happier 2010 than is Full Throttle. Coca-Cola says the brand has seen improvement since the relaunch, and is committed to the brand. In November 2009, Full Throttle introduced a new formula called "No Choke" and new graphics inspired by classic automotive design elements. Meanwhile, sales of Coca-Cola's Full Throttle line fell 23 percent to $101 million. AMP has diversified into sugar-free offerings, which are selling well. PepsiCo's AMP brand, a sponsor of NASCAR driver Dale Earnhardt Jr., has seen sales drop 9 percent to $87 million this year, according to SymphonyIRI. Some small brands have had a rough go, even when they are backed by the resources of the world's largest beverage companies. "You really have the haves and the have-nots," said Gerry Khermouch, editor of Beverage Business Insights. Those three brands account for about 80 percent of the market. (owner of the Monster brand) coming in at $1.08 billion. Red Bull had $1.36 billion in sales through Aug. Red Bull and Monster dominate the energy drink industry. "They're out there in the market, and they're focused," Bellas said. But Monster and Red bull, these guys are 24/7. When you look at Coke and Pepsi, they have so many other products. Those two brands are pretty much everywhere. "It's very hard right now to replace a Monster or Red Bull. The biggest brands are "really gaining share at everybody else's expense," said Michael Bellas, CEO of Beverage Marketing Corp. One trend is striking: The big brands, especially Monster, Red Bull and Rockstar, have grown by more than 10 percent this year, while some of the smaller ones - including brands owned by Coca-Cola and PepsiCo - have slipped.
The growth is slower than the blistering rates of a few years ago. 8, according to SymphonyIRI Group, a Chicago-based market research firm. Sales of energy drinks rose 9 percent to $3.54 billion through Aug. Sales plateaued in 2009 as traffic dropped off in convenience stores, the key channel for energy drink sales. The industry's main challenge now? Convincing the large swatch of American consumers who turn up their noses at energy drinks to give them a try.Įnergy drink sales rose by 136 percent between 20, according to research group Mintel.
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