Monster Energy acquires Bang for $362 million

What the Future Holds for Bang, Currently Unknown (As of July 2023)

As of July 2023, the future sales plans for Bang remain unclear

Will Monster Energy continue to sell Bang Energy Drinks, or will they be discontinued? At this point, it is still uncertain what direction Bang Energy Drinks will take moving forward.
*As of November 2023, products from the predecessor company, VPX, were still available in stores in the U.S.

Decline in Bang's Distribution Due to Defeat in Lawsuit Against Monster Energy

Bang lost the lawsuit against Monster Energy, resulting in the removal of the "Super Creatine" label from its products.

According to research in June 2023, Bang Energy's sales were estimated to have decreased by 54% compared to the same month last year, highlighting the decline of this once-prominent energy drink brand in the U.S. market.

Bang's Final Movements

With the inability to use the "Super Creatine" label, the distribution of new Bang products has sharply decreased. In July 2023, when I visited the U.S., I checked dozens of stores and confirmed that Bang products were visibly absent from the shelves. The 54% drop compared to the same month last year was noticeable even to consumers.

*In Spring 2023, old designs with the "Super Creatine" label were overstocked at stores on the West Coast, with no new designs in sight.
*In Summer 2023, many people on social media started noticing that Bang products were running out nationwide, leading to a buying frenzy.
*In Fall 2023, the shelf space for Bang products had further diminished compared to Spring, and only a few items with the new design featuring the "Super Creatine" label were seen, possibly representing the last manufactured stock.

Bang Official Website

As of July 2023, following the completion of Monster Energy's acquisition, the Bang official website only displayed image placeholders, and product pages were removed, leaving no information about available products in stores.

As of October 2023, the Bang official website displayed a minimalist text-only homepage, and all previously available pages were taken offline.

Bang's Social Media Completely Erased

The official Bang YouTube channel, which used to feature many creative promotional videos, has removed all video content. The header image now features products that lack the "Super Creatine" label. Given the substantial budget behind these promotional videos, it's truly disappointing to see them gone.
*As of January 2024, the content has not been restored.

Bang Fans Feel Mixed Emotions

Bang has a dedicated fanbase in the U.S. How do they feel about this situation? Here are some of their voices:

• I don’t usually drink Monster and am not a fan, but I’ll continue drinking Bang as long as Monster doesn’t change it. If they do, that’s a different story.
• It feels like Monster is trying to monopolize the energy drink market...
• If the taste, contents, and price remain the same, does it really matter who sells it?
• I'm stockpiling Bang right now.
• I’ve bought up a two-year supply of Bang.
• Since the lawsuit, I haven’t bought Monster products and won’t in the future.
• Besides Monster and Bang, I’ll drink great energy drinks like GHOST, Bucked Up, C4, and VENOM.
• If Monster hadn’t bought Bang, it would have been over for them. (This likely refers to the bankruptcy-level damages they were facing.)
• Maybe they'll release the flavors Bang was known for under the REIGN brand?
• Can REIGN and Bang coexist? After all, REIGN is a copy of Bang. (REIGN, under Monster, launched after Bang gained significant market share.)
• I hope the acquisition will bring Bang back to the shelves.
• Red Bull is the best! (This is a sarcastic comment about Red Bull not acquiring other brands.)

Watching the passionate Bang fans post about their daily consumption of the high-caffeine drinks on social media in the U.S. used to give me a warm feeling. However, when the news of the acquisition broke, I could sense a shift in their mood.

Energy Drink Mania's Insight

The Playful Brand Personality of Bang Might Disappear

Personally, I feel that many of the energy drink brands previously released by Coca-Cola have lost their individuality and momentum after being absorbed by Monster Energy. If Bang continues to be sold, it’s uncertain whether they will release new products with the same Bang flair. It would be unfortunate if we no longer see their unique social media promotions that express a lively, "party" style.

Monster Energy Now Holds Bang’s Factory and Its Future Operations

With this acquisition, Monster Energy also gained Bang's production line in Arizona (which manufactures 3,600 cans per minute). It's unclear whether Bang products will continue to be produced there as they were before.

After the acquisition, Bang products were immediately listed under Monster Energy’s brands, so Bang itself will likely remain, though it may face production cuts. The information from VPX regarding Bang’s products is being carried over to Monster, so it’s expected that certain flavors and product lines will continue under Monster’s umbrella. I'll check back in the U.S. to see which flavors and series are still being sold.
*As of November 2023, I have yet to see Bang products under Monster Energy in U.S. stores.

2024: Monster Energy's Version of Bang Debuts

The final design of Bang, which attempted to make a comeback by removing the "Super Creatine" label. Monster Energy began managing Bang in July 2023, and I thought this design would continue even after the acquisition.

However, the new design released in 2024 looks like this:

The design has reverted to a previous generation, shifting from a lively, pop aesthetic to a more subdued look. It appears that the number of flavors will be reduced from 12 to 9, though there may be room for more in the future.

They are also planning to release 4-packs and 24-can variety packs (4 flavors × 6 cans). The caffeine content will remain at 300mg.

With Monster Energy’s acquisition, I wonder how much of the Miami-style brand identity created by Bang’s former CEO, Jack Owoc, will be preserved. Will it follow the same path as other brands previously under Coca-Cola, or will Bang maintain its original flair? I'll continue to watch closely in 2024 and beyond.

Incidentally, Jack Owoc, who was also the public face of Bang, disappeared from the spotlight shortly after the acquisition. During the same period, his father passed away, and I was wondering what would happen next in his life. However, I’ve seen pictures of him with his new child on another account, which gave me some comfort. I hope he comes up with new ideas and creates another energy drink brand to make a successful comeback.