Monster to overtake Red Bull … again

It wasn’t so long ago I made the bold prediction that Monster would outsell Red Bull on the US market in volume.

Now it looks as if Monster will also topple Red Bull’s US lead in value.

Beverage Digest reports Monster as having a 37.0% volume share to Red Bull’s 24.5% in the first nine months of 2011. Red Bull’s value share is an ever strong 32.6%, but Monster has improved to 28.2%.

The research does not cover all outlets, but Monster does seem to be closing the gap fast.