What is the company that has best appreciated the market so far in this century, perhaps Amazon, or maybe Apple? With an increase of 2,300% and 5,300% since January 2000, both are good options.
But the truth is that they do not even come close to the real number one of that period, Monster Drinks. The energy drinks company was the undisputed queen of all stock exchanges, with an increase of 60,000% during that period.
It is a set of historical proportions compared to any other that was previously fed by a steady increase in its benefits since 2008, while its revenue continued to grow below 9% since 2001.
"Energy drinks are drinks of this generation, and Monster has managed to expand its products consistently with great success," says Caroline Levi, an analyst at Mackuarie Capital.
But now, despite spectacular evolution, it faces more complex times. Amazon is selling its own energy drink, and Coca-Cola also launches its Coca-Cola Energy in Europe.
What does the future bring to Monster?
According to Bloomberg, Coca-Cola owns 19% of Monster, which makes it far the largest owner. In addition, it also distributes Monster products, and analysts have repeatedly speculated that it could buy the entire company, which has a capitalization of nearly $ 30,000 million.
The launch of Coca-Cola Energy is a sign that this acquisition will not happen, especially after Coca-Cola spent $ 5.1 billion to buy Costa Coffee in August.
"I think the opportunity has gone, Coca-Cola will not buy Monster now," says Kebbeth Shea, an analyst at Bloomberg Intelligence. "The Monster did a lot when he teamed up with Coca-Cola to be his distributor, but now there is a real risk that Coca-Cola's penetration into the energy drinks market will jeopardize this friendship and that the Monster will lose at the international level," he says.