Grokking Monstellation

Dear Client: Bloomberg’s big news on Sunday evening that energy giant Monster Beverage is reportedly looking at a tie-up with bev alc titan Constellation Brands sent all the industry analysts into the grok-box Monday morning.  The common thread from the notes rolling in was that talks of a potential tie-up, while unexpected, were not inconceivable given the ongoing blurring of the lines in the beverage industry. To wit, Consumer Edge’s Brett Cooper wrote that “Combining Monster Beverages and Constellation Brands