Monster’s Chinese rampage delayed pending trademark battle
Energy drink Monster has found its Chinese launch temporarily scuppered amidst a trademark dispute with a local drinks manufacturer which has already trademarked its name.
Shanghai Monster had registered the English word for its fruit drink, employing near identical packaging with a green ‘M’ logo on a black background. One of many brand doppelgangers seeking to confuse Chinese consumers.
Nevertheless, Monster is keen to rampage through China at some point over the next six years, earning it a slice of what has become the biggest global market for energy drinks, with revenues rising 15% to $9bn in 2015.
Monster launched a local version of the drink in Guangzhou, Shenzen and other major cities last week.
In the west Monster has built a loyal following by playing to specific audiences in motorsports, e-sports and punk rock.