Monster Energy National Lobbying Strategy

Challenge:  A local county and several cities were considering legislation that would have banned energy drinks to anyone under the age of 18 years old.  Empire was hired to educate the public and local elected leaders on the safety of its product.

Empire was retained to protect Monster’s interests in New York State and New York City against anti-energy drink proposals.

Solution: Empire developed a strategy that involved targeting key legislators and forming a coalition with the beverage industry, convenience store owners and wholesale distributors.  Our team performed comprehensive research on the health impacts and prepared statements for several public hearings for Monster’s executives.

Result:  Working behind the scenes Empire was able to eliminate the threat and assist the sponsor of the original legislation to pass a law aimed at educating the public on excessive consumption of caffeinated products.  This program developed by Empire was replicated throughout the country on similar issues.