Monster Energy launches Juice Monster Voodoo Grape

Monster Energy has introduced Juice Monster Voodoo Grape, a new grape-flavored juice energy drink inspired by New Orleans Voodoo culture and timed to the start of Carnival season. The flavor launch will be followed by a national rollout via the Coca-Cola bottler network.

The drink combines natural fruit juice with a proprietary energy blend to deliver a grape-forward “smooth and sweet” profile. The packaging artwork draws on New Orleans’ Voodoo imagery to highlight the city’s colorful, mystical identity on the shelf.

Residents and retailers in New Orleans will be the first to see Juice Monster Voodoo Grape in coolers. According to Monster Energy, local stores will receive shipments more than a month before other channels and markets. The brand is also promoting the launch with a Voodoo Grape-branded fleet moving through the city.

“Grape is a flavor people are rediscovering, and it’s making a huge comeback,” said Dan McHugh, global chief marketing officer for Monster Energy, in an announcement. He added that the drink balances nostalgia with natural juice and a “smooth energy” experience, designed to encourage repeat purchases.

Juice Monster Voodoo Grape is the latest addition to the Juice Monster line, which includes Mango Loco, Bad Apple, Viking Berry, Rio Punch, Pacific Punch and Pipeline Punch.