Monster moves on

by Monica Watrous
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CORONA, CALIF. — The energy drink market is rebounding, and Monster Beverage Corp. said it is outpacing category growth.

“According to the Nielsen reports for the four weeks ended Jan. 25, 2014, sales of energy drinks in the convenience and gas channel in dollars increased by 6.6% over the comparable period in 2013,” said Rodney Sacks, chairman and chief executive officer, during a Feb. 27 earnings call with analysts. “Sales of Monster increased by 14% of the comparable period last year, while sales of Red Bull increased by 5.4%. Rockstar was up 7.5%, while 5-Hour was down 3.3%. Nos was up 11.7%, and Amp was down 2.8%.”

A harsh winter has hampered Monster’s performance, even interfering with distribution in some regions, but Mr. Sacks believes the energy drink market has weathered a different storm. The company and category have been shrouded in negative publicity following wrongful death suits and federal scrutiny over marketing practices.

“We’re hoping that once we get through the next month or two, weather will start improving all over, and things will return to normal,” he said. “We feel quite good about the category, about the growth, and that it has returned to better levels.”

Consumers may have moved on from the concerns clouding the category, he added.

“It’s been going on now for over a year, so a lot of consumers are basically starting to get tired of it, and it’s becoming old news,” he said. “We still feel very comfortable with the science and the safety of our products.”

For the year ended Dec. 31, 2013, the company had net income of $338,661,000, equal to $2.03 per share on the common stock, compared with $340,020,000, or $1.96 per share, in fiscal 2012. Net sales increased to $2,246,428,000 from $2,060,702,000 the year before. Results were affected by foreign currency transaction losses and litigation costs.

Monster Energy Ultra Red, launched last September, has become one of the brand’s best-sellers, the company said, and Muscle Monster protein shakes, which debuted last March, ranks second in the ready-to-drink protein segment in convenience and gas channels. Strawberry and peanut butter cup varieties will be added to the Muscle Monster line this year.

Net income for Monster’s fourth quarter advanced to $76,105,000, or 46c per share, up from $67,984,000, or 40c per share, in the prior-year period. Net sales for the quarter climbed to $540,849,000, up from $471,517,000 in the same quarter of the previous year.

Monster announced in November it had proposed voluntary guidelines for the marketing of energy beverages, which were shared with the American Beverage Association and the four senators that are agitating for energy beverage makers to halt the marketing of their products to children.

“The American Beverage Association is awaiting a response from certain senators to the proposed U.S. model guidelines for energy drink companies…” Mr. Sacks said. “We continue to support the proposed model guidelines and would be prepared to adopt them if all other major energy drink companies doing business in the U.S. do the same.”
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READER COMMENTS (17)

By Jan Killilea 5/8/2015 7:42:02 AM
"If the world knew of his deeds" is the most disturbing part of this scenario. The people who know stay silent and therefore his deeds are able to go unpunished. The law in place to protect me from falling below the poverty level is being ignored by my former husband. Those who encourage him to break the law are despicable human beings. He now owes me over $170,000.00 in arrears plus a Net Balancing Payment from dissipating our retirement account during our 2009 divorce. I hear he's working on wife number 5 and she has $$$. Good luck to her.

By Anonymous 4/17/2015 2:43:27 AM
Jan deserves every penny of what she is owed! I am not a friend of hers but I know Vic very well, and if the world knew of his deeds, they would support Jan in bringing him to justice. She earned every penny after 25 years of marriage to him.

By Jan Killilea 1/1/2015 10:55:21 AM
Coming soon, disturbing video of former husband's past on Twitter. First Wives First

By Jan Killilea 11/6/2014 10:39:42 AM
The 'monster' has landed in Canada! Vice President of Beverages owes his former wife over $140,000.00 and a net distribution balance from the couples 401(k) which he dissipated.

By Jan Killilea 9/15/2014 5:30:23 PM
Ken, my daughter has almost as many skeletons in her closet than her father. She really shouldn't go there but if she does, be prepared to hear the truth about Maria Grace Nastasia.

By Jan Killilea 9/15/2014 5:22:44 PM
Ken, all her lies were already verified by TIME Magazine in May 2012 when I presented the truth to Belinda Luscombe. That's why TIME didn't print it.

By Ken Iisaka 9/15/2014 1:38:38 AM
Jan, It looks like your daughter's testimony is just about to go viral.

By Jan Killilea 9/13/2014 9:50:40 AM
GoFundMe.com for legal fees for Jan Killilea to bring her former husband to justice

By Jan Killilea 7/5/2014 11:39:14 AM
Finder's fee for former husband's current employer. 30+ years in the beverage business. Contact Jan Killilea formally known as Nastasia.

By Jan Killilea 4/14/2014 9:17:39 AM
Dear Anonymous, with all due respect. "Revenge" is a harmful action against a person or group in response to a grievance. It is not to be confused as retributive justice.

By Anonymous 4/12/2014 11:49:26 PM
Ladies, he is so not worth it!The best revenge is being happy and moving forward without him. He is just a salesman and nothing more. Take care!

By Jan Killilea 4/9/2014 11:22:17 AM
Equitable distribution equalizing payment outstanding balance from 2009, "The Court finds that there still remains $15,779.50 of that which remains unpaid" plus interest.

By Jan Killilea 4/7/2014 2:17:34 PM
CORRECTION: $136,000.00

By Jan Killilea 4/7/2014 9:18:16 AM
Laura, I am so sorry. Please contact me at the email below.

By Laura 4/4/2014 4:01:58 PM
lol not a surprise about the alimony, I dated him in NYC years ago..only to find out (on my own) after several dates the D***bag was married....good luck

By Jan Killilea 3/3/2014 6:15:25 PM
your ex VP of Sales & Marketing Vic Nastasia owes his ex wife over $140,000.00 in alimony arrears. Please contact me for a finder's fee. Thank you, Jan Killilea (Nastasia)

By Jan Killilea (f.n.a. Jan Nastasia 3/3/2014 6:11:38 PM
Do you know where you ex V.P of Sales & Marketing is employed? He owes his ex wife of 25 years over $140,000.00 in alimony arrears. For a finder's fee, please contact me at JustJan0829@yahoo.com