Coca-Cola, the world’s largest beverage company, agreed to swap some brands and buy a 17 per cent stake in Monster Beverage for about $2.15 billion, increasing its bet on the burgeoning energy-drink market.
The move is part of a deal that will include the transfer of Coca-Cola’s energy drinks NOS, Full Throttle, Burn, Mother and Play to Monster, according to a statement. Monster, meanwhile, will shift Hansen’s natural sodas and juices, Peace tea and Hubert’s lemonade to Atlanta-based Coca-Cola.
Under the agreement, the two companies will share marketing, production and distribution. Coca-Cola, which already distributes Monster in the US and Canada, will expand the arrangement globally, helping the energy brand grow overseas.
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