Despite the marketing energetic from Bang Energy, the beverage failed to sustain its position in the market, even being compared to a non-alcoholic version of Four Loko and evoking memories of the iconic electric green SURGE of the 1970s 90. Apparently, Monster intends to continue what has ended for some time.
According to disclosed information, an agreement was reached in the US Bankruptcy Court for the Southern District of Florida last week, more precisely on June 28th.
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Under this agreement, Monster Beverage plans to acquire bang energy for a value of US$ 362 million. According to Food Dive, it is expected that the transaction will be conceived after approval by the Justice.
The possible completion of this agreement brings good prospects for both Monster Beverage and the Bang Energy brand. If the deal does not go through, Bang would face the possibility of liquidating its assets and shutting down its operations altogether.
This would have a significant impact on its workforce, with around 700 employees at risk of losing their jobs sudden, as Bang filed for bankruptcy in October 2022 and has been facing challenges not only from Monster but also from others competitors.
A balance between failure and success
Bang Energy has faced financial challenges recently, while Monster has thrived. In the third quarter of 2022, the major energy drink brands saw a significant increase in sales, except for Bang, which suffered a 27.3% drop.
Bang and PepsiCo had a disagreement that negatively affected Bang's current situation. Previously, PepsiCo was the exclusive distributor of the energy drink, which brought publicity and popularity to the brand. However, in October 2020, the company decided to end the partnership and go its own way.
Now, in hindsight, it seems that keeping that relationship might have been a more favorable decision for Bang.
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