CORONA, CALIF. – Efforts are underway at the Monster Beverage Corp. to revive Bang Energy following the company’s acquisition of the brand in 2023. Bang had lost distribution following a legal dispute and the filing for Chapter 11 bankruptcy protection by its parent company at the time Vital Pharmaceuticals in October 2022.

“Bang lost a lot of shelf space (and was) delisted by a number of chains,” said Rodney C. Sacks, chairman and co-chief executive officer, during a Jan. 16 investor day with securities analysts. “So, we’ve taken over the brand. We’ve rationalized it. We now have 12 SKUs (stock-keeping units), focusing on what we think are the more core items in the Bang line.”

Sacks called rebuilding the brand low-hanging fruit.

“There are some loyal Bang consumers who actually like the flavors, like the flavor profile that Bang has, and they will, I think, come back once we get regular supply and regularly get it on the shelf,” he said.

Sacks added that Monster acquired the plant that manufactures Bang products in Phoenix and is in the process of upgrading it.

“We are making changes to the facility to water and a couple of things to enable us to run Monster products there,” he said. “They’re running all the Bang products, and they’re capable of running all the Bang products that we need for the US. It may obviously behoove us to produce some of those products on the East Coast through co-packers down the line, but this plant has the capability to do everything."