The Weekly Sip: Monster slams claims that stock is overvalued | Starbucks debuts new energy drink lineup

A hedge fund is betting the $55 billion Monster energy drink empire can be toppled by rivals like Celsius and a 'wellness' brand backed by Michelle Obama

Brands like Celsius, Zoa, and Plezi are crowding out Monster, a short report claims, and its stock price is tumbling on the news.

Starbucks plays up new iced energy drinks in latest effort - Brand Innovators

Starbucks and PepsiCo have dropped a campaign for Starbucks Iced Energy, a new ready-to-drink (RTD) hydrating sparkling energy drink, a product of the two companies’ joint venture. Created with BBDO, the effort is inspired by the RTD Starbucks Emmy-nominated 2004 Glen ad, which featured a band playing a custom version of “Eye of the Tiger.” The commercial ends as a new coworker named “Roy” opens a can of the new drink and is followed around the …

The Weekly Sip: Monster slams claims that stock is overvalued | Starbucks debuts new energy drink lineup

In other beverage news, Diageo is spicing up its Captain Morgan canned malt cocktails with four ‘sweet heat’ flavors.