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GOODWILL AND OTHER INTANGIBLE ASSETS | 3 Months Ended
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Mar. 31, 2017
GOODWILL AND OTHER INTANGIBLE ASSETS |
GOODWILL AND OTHER INTANGIBLE ASSETS | 8. GOODWILL AND OTHER INTANGIBLE ASSETS The following is a roll-forward of goodwill for the three-months ended March 31, 2017 by reportable segment:
|  | Monster Energy® Drinks |  | Strategic Brands |  | Other |  | Total |
Balance at December 31, 2016 |  | $ | 693,644 |  | $ | 637,999 |  | $ | - |  | $ | 1,331,643 |
Acquisitions |  | - |  | - |  | - |  | - |
Balance at March 31, 2017 |  | $ | 693,644 |  | $ | 637,999 |  | $ | - |  | $ | 1,331,643 |
Intangible assets consist of the following at:
|  | March 31, 2017 |  | December 31, 2016 |
Amortizing intangibles |  | $ | 71,330 |  | $ | 71,290 |
Accumulated amortization |  | (17,497) |  | (14,535) |
|  | 53,833 |  | 56,755 |
Non-amortizing intangibles |  | 979,053 |  | 975,880 |
|  | $ | 1,032,886 |  | $ | 1,032,635 |
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 March 31, 2017 and 2016, respectively.

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