- CompanyMonster Beverage
Energy drinks are booming, and Rodney Sacks’ company is chugging profits. In 1992 he and Hilton Schlosberg bought a family-owned juice business called Hansen’s Natural for $14.6 million. Ten years later they and colleague Mark Hall unveiled a radically different drink: a neon-colored Red Bull competitor called Monster Energy. Soon Monster was providing a sugar rush of sales, and Sacks doubled down. In 2015 he swapped its natural drinks, which included Peace Tea and various juices, for Coca-Cola energy brands such as Full Throttle and Relentless. Last year Monster earned a record $546 million in profits on $2.7 billion in revenue. It’s now neck and neck with Red Bull in the U.S., and thanks to a distribution deal with Coca-Cola, Monster is poised to caffeinate its sales overseas.