I recently watched an interview with the CEO of Monster Energy Rodney Sacks and there are a few things I would like to talk about. If you want to watch the interview here is the link.

The first round of question and answer I found interesting was Sacks' words on the target markets of Monster. When asked what Monster's target consumer is Sacks replied that Monster is a "lifestyle brand (it's) edgy, in your face". The primary market is males ages 18-30, but Monster hopes to expand their consumer base to women.

How most intends to expand to female markets is the next interesting question. Sacks was asked how Monster's coffee energy drinks like these set themselves apart from the rest of the energy drink and coffee market. Sacks responded by saying that the Monster coffees would have more "drink-ability" as well as be more of a "frappuccino".

The hope with these coffee-like drinks is to appeal to more female energy drinkers, and expand Monster's customer base. The appeal of these drinks is drink-ability like a coffee shop concoction, with the kick of a monster.

The final interesting note I took from this interview was Sacks' take on the success of Monster Mutant. The interviewer noted that Mutant's sales had slowed and asked what it was like now. Sacks responded that "there is a citrus category and we feel we can introduce a really god product". This has to do with Monster being "clearly positioned against Mountain Dew and Kickstart". I feel a comparison review coming on.

This interview was a year old admittedly, but it gives us a good insight in to what the industry is doing, and how they are going about feeding our habits.