The Atlanta giant has spent $ 2.15 billion to take 16.7% of Monster.
Coca-Cola is thirsty for acquisitions. Six months after its stake in Keurig, American sets its sights on the specialist energy drink Monster Energy, he was courting for two years. It will take 16.7% of Monster, on payment of some $ 2.15 billion in cash (€ 1.6 billion), with an option for up to 25% of capital.
Hit by declining sales of its popular soda in developed countries, the soft drinks giant hopes to strengthen its position in a dynamic segment, estimated at $ 27 billion by Euromonitor International. “Coca-Cola continues to identify innovative approaches to partnerships that allow us to remain at the forefront of consumer trends,” said its CEO, Muhtar Kent. Coca-Cola will use this operation to transfer all Monster energy drinks in its catalog, including Powerade and Burn, and to open its distribution network. This will enable it to enter in key markets such as Russia and China, or to strengthen Brazil. Coca-Cola will recover in exchange juices, sodas and iced teas Monster, less known in France.
The euphoria for supercharged cocktails, however, remains subject to review by health authorities, who in several countries, discourage consumption. In France, the Agency for the Safety of Food warned last year against the consumption of energy drinks by children and adolescents, or when combined with coffee cups and the alcohol.
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