Half a Year In, Beast Unleashed Beating Another Top ’23 Innovation, Modelo Oro

Dear Client: About six months in, for a couple of this year’s biggest innovations – Monster’s The Beast Unleashed and Modelo Oro – Monster, perhaps unsurprisingly with its past success in the convenience channel, is still doing more sales than the also-impressive Oro, with less distribution.  The latest scan data shared with BBD by Circana’s Scott Scanlon shows that the runaway success of Monster’s debut FMB offering (what looks to be the top bev alc launch YTD [see BBD 06-01-2023])