Monster claims to be the number 2 energy drink brand in the US. It is already available in key European markets the UK, France, Sweden, and BeNeLux.
Debuting at the Formula 1 Grand Prix in Hockenheim, the two flavours initially available are called Energy and Ripper, both containing 50 per cent fruit in the 500ml can.
The target consumer is said to be male, aged 18 to 35, and “with a strong interest in (motor)sports and music”.