Sport

Monster, which sports a market value of $60 billion, began life as Hansen Natural, which was bought out of bankruptcy by California Co-Packers, headed by Rodney Sacks and Hilton Schlosberg, in 1990. After seeing the explosive growth of Red Bull energy drinks, the company launched its own, and Monster Beverage was born.

Sacks and Schlosberg, who continue to serve as co-CEOs, were eager to market their drink as a lifestyle, rather than just a beverage product, explains RBC analyst Nik Modi, and have largely succeeded thanks to long-standing advertising deals with Monster Jam truck shows, UFC mixed martial arts, Nascar, and Premier League soccer. “It’s the next global megabrand,” Modi says. “That’s truly the stock story going forward.”
–Barron’s