Latest 'Beast' Trademark Applications Indicate a Monster Booze Move

Caffeinated drinks goliath Beast looks progressively liable to set out on a boozy development push in the UK.

Underclass 33, which covers alcoholic beverages, the brand has applied to the Intellectual Property Office to register the names Beastea and Nasty Beast as trademarks.

It comes after Beast the previous summer enrolled The Monster Released, the name of its 6% abv drink that appeared this spring in the US. Four variations - Mean Green, Peach Awesome, White Fog, and Frightening Berries - hit racks in Spring across California, Colorado, Ohio, and Florida.

The flavors in Monster's core energy lineup serve as inspiration for the drinks, which do not contain caffeine.

Coca-Cola Europacific Partners GB, Monster's UK distributor, declined to comment on the UK trademark activity, which is just the latest attempt to blur the distinction between energy drinks and alcohol.

In April, The Grocer reported that Mountain Dew had applied to the IPO to register the name Hard Mtn Dew, the name of its American alcoholic spinoff.

The malt-based "bold, citrus" beverage contains no sugar and has an abv of 5%.

Accessible in Unique, Baja Impact, Livewire, and Watermelon, it is the consequence of an organization between Mountain Dew proprietor PepsiCo and the Boston Lager Organization.

Hard Mtn Dew made its debut in the United States in February 2022, just one month before the caffeinated WKD X duo was released by UK alcopop leader WKD.

It's Blue and Gold flavors come in a 500 milliliter can and contain 150 milligrams of caffeine and an abv of 7%.

Source - Thegrocer