Consumer History | Monster Beverage — Fourteen Million Dollars for a Hansen Juice Book
· 1992-7
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Consumer History | Monster Beverage — Fourteen Million Dollars for a Hansen Juice Book
kevin
People treat Monster as a Corona listing at 1 Monster Way that always sold a 16-ounce claw-can from a Coca-Cola truck.
The first listed book was a juice name bought out of debt.
Hubert Hansen and his three sons began selling fresh juice to Southern California film studios and grocers in 1935.
A Los Angeles plant opened in 1946. Grandson Tim Hansen later put sodas under the same label.
Hansen Foods went into Chapter 11 in 1988.
On 27 July 1992 Rodney Sacks, Hilton Schlosberg, and other investors bought Hansen Natural for about 14.5 million dollars, including assumed debt, and listed the stock on Nasdaq under HANS.
Headquarters sat in Anaheim, then moved to Corona in 1998.
Hansen's Energy arrived in 1997. Monster Energy, in the larger can, arrived in 2002 and became the book.
Shareholders renamed the company Monster Beverage on 5 January 2012 and changed the ticker to MNST.
The pin is Corona, where the listed company still sits after the Anaheim years.
The mechanism is a bankrupt family juice brand used as a public shell, then rebuilt around one oversized energy can that convenience stores could stack beside Red Bull.
Photo: public-domain view of Corona, California, via Wikimedia Commons.
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