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GOODWILL AND OTHER INTANGIBLE ASSETS | 9 Months Ended
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Sep. 30, 2016
GOODWILL AND OTHER INTANGIBLE ASSETS. |
GOODWILL AND OTHER INTANGIBLE ASSETS | 9. GOODWILL AND OTHER INTANGIBLE ASSETS The following is a roll-forward of goodwill for the nine-months ended September 30, 2016 by reportable segment:
|  | Monster Energy® Drinks |  | Strategic Brands |  | Other |  | Total |
Balance at December 31, 2015 |  | $ | 641,716 |  | $ | 637,999 |  | $ | - |  | $ | 1,279,715 |
Acquisitions |  | 3,928 |  | - |  | - |  | 3,928 |
Balance at September 30, 2016 |  | $ | 645,644 |  | $ | 637,999 |  | $ | - |  | $ | 1,283,643 |
Intangible assets consist of the following at:
|  | September 30, 2016 |  | December 31, 2015 |
Amortizing intangibles |  | $ | 71,227 |  | $ | 35,263 |
Accumulated amortization |  | (11,574) |  | (3,899) |
|  | 59,653 |  | 31,364 |
Non-amortizing intangibles |  | 1,021,160 |  | 396,622 |
|  | $ | 1,080,813 |  | $ | 427,986 |
Amortizing intangibles primarily consist of customer relationships. All amortizing intangibles have been assigned an estimated finite useful life and such intangibles are amortized on a straight-line basis over the number of years that approximate their respective useful lives, generally five to seven years. Total amortization expense recorded was $3.0 million and $1.8 million for the three-months ended September 30, 2016 and 2015, respectively. Total amortization expense recorded was $7.7 million and $2.1 million for the nine-months ended September 30, 2016 and 2015, respectively.

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