The latest food and beverage industry news and trend analysis

Monster Energy has confirmed its continued sponsorship as the official energy drink partner for X Games Aspen 2026, marking the event's 25th consecutive year at Buttermilk Mountain in Aspen Snowmass, Colorado.

The collaboration centres on the launch of a new limited-edition flavour, Monster Ultra Red, White and Blue Razz, which has debuted early at Casey’s and CEFCO locations ahead of a wider national rollout.

Red Bull has announced the strategic reintroduction of two highly requested flavour profiles to its permanent portfolio. Starting today, the energy drink giant is rolling out Red Bull Iced Edition and Red Bull Peach Edition to retailers nationwide.

The reports highlight a disconnect between corporate profitability and public health costs, noting that while the combined market for these beverages generates billions in profit

Global convenience retailer Circle K has announced a strategic retail exclusive with energy giant Monster Energy, securing the initial launch rights for a new flavour innovation: Ultra Punk Punch.

The launch employs a hyper-localised go-to-market strategy, debuting exclusively in New Orleans to coincide with the official start of the Carnival season.

Red Bull is launching a strategic digital activation designed to combat the phenomenon known as "Quitter's Day" (9 January), the date by which most New Year's resolutions historically fail.

Monster Energy has announced a strategic variation on its iconic flagship product, kicking off the new year with the launch of Monster Energy Strawberry Shot.