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Monster Beverage to debut new drinks in US, internationally in 2019

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Monster Beverage to debut new drinks in US, internationally in 2019

Monster Beverage Corp. is planning to launch a new energy-drink line in the U.S. in 2019 alongside new flavors of existing products in the U.S. and internationally, executives said Jan. 17.

The energy-drink giant will launch six Reign Total Body Fuel across the U.S. in March, Monster Chairman and CEO Rodney Sacks said during a conference call with investors. The drink will contain amino acids and will target more health-focused consumers.

"We believe that Reign will bring incremental dollars to the energy beverage category," Sacks said during the call.

Monster is also launching a new tea line in three flavors in the U.S. during 2019, as well as new types of coffee-flavored Java Monster drinks and a ginger-beer flavored Monster Mule drink.

"We believe there is a market to focus on an actual energy tea line," Sacks said.

The company is also planning to launch several of its other products — juices, waters, coffee-based drinks and some of its lower-priced portfolio — in several other international markets in 2019, executives said. Monster products are distributed in 155 countries and territories, according to the company.

Monster is planning to launch additional new products, Sacks said, though he declined to elaborate on specifics, citing competition.

Monster recently hiked prices on its flagship Monster Energy brand drinks, in addition to NOS and Full Throttle brands, to offset rising costs driven tariffs on aluminum and higher freight costs.

"We believe our price increase is sticking and we are comfortable with it going forward," Sacks said during the call.

Aluminum prices for Monster are starting to drop, though not to pre-2018 levels, said Hilton Schlosberg, Monster's vice chairman, president, CFO, COO, secretary, controller and director.