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Volume 24 No. 113
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Analyst Says Monster Energy Can Help Coke Attract New Consumers

JPMorgan Chase Senior Beverage Analyst John Faucher appeared on CNBC Friday to discuss Coca-Cola's recently-acquired stake in Monster Energy Drink. Faucher said Coca-Cola learned after its acquisition of Vitaminwater "that energy is an entirely different category with an entirely different consumer. What Monster has done so well is they know their consumer. They're not out sponsoring Dale Earnhardt Jr. They're out sponsoring motorcycle races, they're sponsoring rodeo, things like that. Coke has trouble talking authentically to those consumers. Monster can do it" ("Squawk Box," CNBC, 8/15).