Monster Energy is a high-performance energy drink brand founded in 2002 by Hansen Natural Company, now part of Monster Beverage Corporation. Headquartered in Corona, California, the company produces energy drinks and other beverages and sells them in more than 70 countries. It operates a portfolio of more than 17 energy drink brands worldwide.
The core Monster Energy line, marked by its claw logo and the slogan "Unleash the Beast", has been extended into adjacent categories: brewed coffee, teas, juices and hydrating sports drinks. Beyond beverages, the brand runs a substantial sponsorship and marketing operation spanning athletes, musicians, gaming tournaments and esports.
Monster Energy describes itself as a lifestyle brand as much as a drinks company, with a presence across extreme sports, motocross, rally racing, skateboarding, music and gaming. Its stated focus is on athletes, artists and adventurers, and it is closely associated with youth culture.
