In 2007, Coca-Cola acquired Vitamin Energy, along with Vitamin Water and Smart Water, in a deal worth around $4.2 billion, solidifying its presence in the energy beverage industry.
Coca-Cola went on to invest $2.15 billion in order to obtain a 16.7% stake in Monster. Although this cemented a partnership it came with certain conditions.
As part of this agreement, Coca-Cola was restricted from selling competing energy drinks to brands owned by Monster. Consequently, Coca-Cola discontinued the Vitamin Energy® brand, passing on its rights to a new investment group.
In 2018, a revitalized version of Vitamin Energy® emerged, this time as a Premium Energy Shot. Rapid expansion in retail distribution, backed by IRI data, propelled Vitamin Energy® to secure the #2 spot in the market by Q3 2023. And it is headed for the #1 position projected by 2027.
