Agthia launches “Monster Energy” range of drinks in the UAE
Agthia Group PJSC, a leading UAE food and beverage group, has started distributing a range of Monster Energy drinks in the UAE as part of a drive by the company to broaden its product offering.
Following agreement of exclusive distribution rights at the end of last year, Agthia is now offering a variety of Monster Energy products including its signature energy drinks, as well as energy based juices.
Monster Energy sponsors a number of sport events worldwide, and Agthia will leverage Monster sponsorships worldwide, including Formula 1, MotoGP, Paris Dakar and Supercross.
“At Agthia we are always looking for the right opportunities to expand our business and offer our customers a variety of products. Monster Energy® offers a variety of excellent products and is a fast growing energy drink and beverages brand across the world,” said Fasahat Beg, Executive Vice President of Agthia’s Consumer Business Division. “This is one of many steps we are taking to diversify our brand portfolio, and we expect strong uptake for the products.”
Through Monster Energy, which not only includes energy drinks but also energy-based juices, coffees, ready-to-drink iced tea and colas, Agthia is aiming to establish itself in the growing energy beverages segment in the UAE.
Abu Dhabi-based Agthia Group, which has nearly 2,000 employees and assets in the UAE, Egypt and Turkey, has made strong progress on its strategy of broadening and diversifying its product portfolio in recent years. The water and beverage business is anchored by Al Ain Water, one of the leading bottled water brands in the UAE; the portfolio also includes Ice Crystal water, Capri Sun kid’s juice drink and Alpin, a natural spring bottled water from Turkey.
The Monster Energy range of drinks is produced by Monster Beverage Corporation, which was originally established as part of Hansen’s Natural, a family business producing fresh natural juices dating back to the 1930s. The company, which is listed on the NASDAQ exchange in New York, launched Monster Energy in 2002.
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