Published August 15, 2014
Copyright © 2014 Reuters
Coca-Cola joins forces with Monster Energy Drinks in
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NEW YORK (Reuters) – Coca-Cola said Thursday it would acquire 16.7% of fellow Monster Beverage for $ 2.15 billion as part of a long-term alliance to strengthen its position in the fast growing market of energy drinks.
Coca-Cola, which will have two representatives on the board of directors of Monster, it will transfer its brands in this segment, namely NOS, Full Throttle and Burn.
Monster gives him back his energy not registered or Hansen’s Natural Sodas and Peace Tea. Coca-Cola will be the partner of choice distribution of Monster in the world and it will be the exclusive partner of the Atlanta giant in energy drinks.
For Coca-Cola, this alliance is an opportunity to reinforce a energy drink market that is experiencing higher growth than sodas. The quarterly results of the beverage giant last month showed a stagnation in sales in North America, its largest market.
Monster in turn will have access to global distribution of Coca-Cola.
Coca-Cola will make the payment in cash.
In exchange after-hours trading on Wall Street, Coca-Cola gained 1.2% and Monster soared 22%.
(Anjali Athavaley Veronique Tison for the French service)
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