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REVENUE RECOGNITION | 9 Months Ended
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Sep. 30, 2025
REVENUE RECOGNITION |
REVENUE RECOGNITION |
2. | REVENUE RECOGNITION
Revenues are accounted for in accordance with FASB Accounting Standards Codification (“ASC”) 606, “Revenue from Contracts with Customers”. The Company has four operating and reportable segments: (i) Monster Energy® Drinks segment (“Monster Energy® Drinks”), which is primarily comprised of the Company’s Monster Energy® drinks, Reign Total Body Fuel® high performance energy drinks, Reign Storm® total wellness energy drinks and Bang Energy® drinks, (ii) Strategic Brands segment (“Strategic Brands”), which is primarily comprised of the various energy drink brands acquired from The Coca-Cola Company (“TCCC”) in 2015 as well as the Company’s affordable energy brands, Predator® and Fury®, (iii) Alcohol Brands segment (“Alcohol Brands”), which is comprised of various craft beers, flavored malt beverages (“FMBs”) and hard seltzers and (iv) Other segment (“Other”), which is comprised of certain products sold by American Fruits and Flavors, LLC, a wholly-owned subsidiary of the Company, to independent third-party customers (the “AFF Third-Party Products”). The Company’s Monster Energy® Drinks segment primarily generates net operating revenues by selling ready-to-drink packaged drinks primarily to bottlers and full service beverage distributors (“bottlers/distributors”). In some cases, the Company sells ready-to-drink packaged drinks directly to retail grocery and specialty chains, wholesalers, club stores, mass merchandisers, convenience and gas chains, drug stores, foodservice customers, value stores, e-commerce retailers and the military. The Company’s Strategic Brands segment primarily generates net operating revenues by selling “concentrates” and/or “beverage bases” to authorized bottling and canning operations. Such bottlers generally combine the concentrates and/or beverage bases with sweeteners, water and other ingredients to produce ready-to-drink packaged energy drinks. The ready-to-drink packaged energy drinks are then sold by such bottlers to other bottlers/distributors and to retail grocery and specialty chains, wholesalers, club stores, mass merchandisers, convenience and gas chains, foodservice customers, drug stores, value stores, e-commerce retailers and the military. To a lesser extent, the Strategic Brands segment generates net operating revenues by selling certain ready-to-drink packaged energy drinks to bottlers/distributors. The Company’s Alcohol Brands segment primarily generates operating revenues by selling kegged and ready-to-drink canned beers, FMBs and hard seltzers primarily to beer distributors in the United States. The majority of the Company’s revenue is recognized when it satisfies a single performance obligation by transferring control of its products to a customer. Control is generally transferred when the Company’s products are either shipped or delivered based on the terms contained within the underlying contracts or agreements. Certain of the Company’s bottlers/distributors may also perform a separate function as a co-packer on the Company’s behalf. In such cases, control of the Company’s products passes to such bottlers/distributors when they notify the Company that they have taken possession or transferred the relevant portion of the Company’s finished goods. The Company’s general payment terms are short-term in duration. The Company does not have significant financing components or payment terms. The Company did not have any material unsatisfied performance obligations as of September 30, 2025 and December 31, 2024. The Company excludes from revenues all taxes assessed by a governmental authority that are imposed on the sale of its products and collected from customers. Distribution expenses to transport the Company’s products, where applicable, and warehousing expenses after manufacture are accounted for within operating expenses. Promotional and other allowances (variable consideration) recorded as a reduction to net sales for the Company’s energy drink products primarily include consideration given to the Company’s non-alcohol bottlers/distributors or customers, including, but not limited to, the following:
| ● | discounts granted off list prices to support price promotions to end-consumers by retailers;
| ● | reimbursements given to the Company’s bottlers/distributors for agreed portions of their promotional spend with retailers, including slotting, shelf space allowances and other fees for both new and existing products;
| ● | the Company’s agreed share of fees given to bottlers/distributors and/or directly to retailers for advertising, in-store marketing and promotional activities;
| ● | the Company’s agreed share of slotting, shelf space allowances and other fees given directly to retailers, club stores and/or wholesalers;
| ● | incentives given to the Company’s bottlers/distributors and/or retailers for achieving or exceeding certain predetermined sales goals;
| ● | discounted and/or free products or cash rebates;
| ● | contractual fees given to the Company’s bottlers/distributors related to sales made directly by the Company to certain customers that fall within the bottlers’/distributors’ sales territories; and
| ● | commissions to TCCC based on the Company’s sales to wholly-owned subsidiaries of TCCC (the “TCCC Subsidiaries”) and/or to TCCC bottlers/distributors accounted for under the equity method by TCCC (the “TCCC Related Parties”).
The Company’s promotional allowance programs for its energy drink products are executed through separate agreements in the ordinary course of business. These agreements generally provide for one or more of the arrangements described above and are of varying durations, typically ranging from one week to one year. The Company’s promotional and other allowances for its energy drink products are calculated based on various programs with bottlers/distributors and retail customers, and accruals are established at the time of initial product sale for the Company’s anticipated liabilities. These accruals are based on agreed upon terms as well as the Company’s historical experience with similar programs and require management’s judgment with respect to estimating consumer participation and/or bottler/distributor and retail customer performance levels. Differences between such estimated expenses and actual expenses for promotional and other allowance costs have historically been insignificant and are recognized in earnings in the period such differences are determined. Promotional and other allowances for our Alcohol Brands segment primarily include price promotions where permitted. Amounts received pursuant to new and/or amended distribution agreements entered into with certain bottlers/distributors relating to the costs associated with terminating the Company’s prior distributors, are accounted for as deferred revenue and recognized as revenue ratably over the anticipated life of the respective distribution agreements, generally over 20 years. The Company also enters into license agreements that generate revenues associated with third-party sales of non-beverage products bearing the Company’s trademarks including, but not limited to, clothing, hats, t-shirts, jackets, helmets and automotive wheels. Management believes that adequate provision has been made for cash discounts, returns and spoilage based on the Company’s historical experience. Disaggregation of Revenue The following tables disaggregate the Company’s revenue by geographical markets and reportable segments: ​
​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​
​ | ​ | Three-Months Ended September 30, 2025
​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | Asia Pacific | ​ | Latin | ​ |  | ​
​ | ​ | U.S. and | ​ | ​ | ​ | ​ | (including | ​ | America and | ​ |  | ​
Net Sales |  | Canada |  | EMEA1 |  | Oceania) |  | Caribbean |  | Total
Monster Energy® Drinks | ​ | $ | 1,213,518 | ​ | $ | 490,502 | ​ | $ | 157,442 | ​ | $ | 165,381 | ​ | $ | 2,026,843
Strategic Brands | ​ |  | 55,028 | ​ |  | 54,113 | ​ |  | 12,621 | ​ |  | 8,739 | ​ |  | 130,501
Alcohol Brands | ​ | ​ | 33,009 | ​ | ​ | — | ​ | ​ | — | ​ | ​ | — | ​ | ​ | 33,009
Other | ​ |  | 6,786 | ​ |  | — | ​ |  | — | ​ |  | — | ​ |  | 6,786
Total Net Sales | ​ | $ | 1,308,341 | ​ | $ | 544,615 | ​ | $ | 170,063 | ​ | $ | 174,120 | ​ | $ | 2,197,139
​
​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​
​ | ​ | Three-Months Ended September 30, 2024
​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | Asia Pacific | ​ | Latin | ​ | ​ | ​
​ | ​ | U.S. and | ​ | ​ | ​ | ​ | (including | ​ | America and | ​ | ​ | ​
Net Sales |  | Canada |  | EMEA1 |  | Oceania) |  | Caribbean |  | Total
Monster Energy® Drinks | ​ | $ | 1,071,923 | ​ | $ | 371,026 | ​ | $ | 124,136 | ​ | $ | 155,608 | ​ | $ | 1,722,693
Strategic Brands | ​ | ​ | 54,524 | ​ |  | 46,562 | ​ |  | 7,910 | ​ |  | 3,570 | ​ |  | 112,566
Alcohol Brands | ​ | ​ | 39,784 | ​ | ​ | — | ​ | ​ | — | ​ | ​ | — | ​ | ​ | 39,784
Other | ​ | ​ | 5,930 | ​ |  | — | ​ |  | — | ​ |  | — | ​ |  | 5,930
Total Net Sales | ​ | $ | 1,172,161 | ​ | $ | 417,588 | ​ | $ | 132,046 | ​ | $ | 159,178 | ​ | $ | 1,880,973
​ 1Europe, Middle East and Africa (“EMEA”) ​ ​ ​
​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​
​ | ​ | Nine-Months Ended September 30, 2025
​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | Asia Pacific | ​ | Latin | ​ | ​ | ​
​ | ​ | U.S. and | ​ | ​ | ​ | ​ | (including | ​ | America and | ​ | ​ | ​
Net Sales |  | Canada |  | EMEA1 |  | Oceania) |  | Caribbean |  | Total
Monster Energy® Drinks | ​ | $ | 3,491,445 | ​ | $ | 1,275,990 | ​ | $ | 443,386 | ​ | $ | 468,890 | ​ | $ | 5,679,711
Strategic Brands | ​ | ​ | 158,118 | ​ |  | 151,415 | ​ |  | 32,893 | ​ |  | 16,301 | ​ |  | 358,727
Alcohol Brands | ​ | ​ | 105,683 | ​ | ​ | — | ​ | ​ | — | ​ | ​ | — | ​ | ​ | 105,683
Other | ​ | ​ | 19,169 | ​ |  | — | ​ |  | — | ​ |  | — | ​ |  | 19,169
Total Net Sales | ​ | $ | 3,774,415 | ​ | $ | 1,427,405 | ​ | $ | 476,279 | ​ | $ | 485,191 | ​ | $ | 6,163,290
​
​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | ​
​ | ​ | Nine-Months Ended September 30, 2024
​ | ​ | ​ | ​ | ​ | ​ | ​ | ​ | Asia Pacific | ​ | Latin | ​ | ​ | ​
​ | ​ | U.S. and | ​ | ​ | ​ | ​ | (including | ​ | America and | ​ | ​ | ​
Net Sales |  | Canada |  | EMEA1 |  | Oceania) |  | Caribbean |  | Total
Monster Energy® Drinks | ​ | $ | 3,266,832 | ​ | $ | 1,075,240 | ​ | $ | 378,232 | ​ | $ | 474,248 | ​ | $ | 5,194,552
Strategic Brands | ​ | ​ | 153,745 | ​ |  | 131,837 | ​ |  | 30,117 | ​ |  | 14,533 | ​ |  | 330,232
Alcohol Brands | ​ | ​ | 137,417 | ​ | ​ | — | ​ | ​ | — | ​ | ​ | — | ​ | ​ | 137,417
Other | ​ | ​ | 18,467 | ​ |  | — | ​ |  | — | ​ |  | — | ​ |  | 18,467
Total Net Sales | ​ | $ | 3,576,461 | ​ | $ | 1,207,077 | ​ | $ | 408,349 | ​ | $ | 488,781 | ​ | $ | 5,680,668
​ 1Europe, Middle East and Africa (“EMEA”) Contract Liabilities Amounts received from certain bottlers/distributors at inception of their distribution contracts or at the inception of certain sales/marketing programs are accounted for as deferred revenue. As of September 30, 2025 and December 31, 2024, the Company had $211.9 million and $224.8 million, respectively, of deferred revenue, which is included in current and long-term deferred revenue in the Company’s condensed consolidated balance sheets. During the three-months ended September 30, 2025 and 2024, $10.1 million and $10.0 million of deferred revenue was recognized in net sales, respectively. During the nine-months ended September 30, 2025 and 2024, $30.0 million and $29.9 million of deferred revenue was recognized in net sales, respectively. See Note 8.

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