South African co-founder of $57 billion Monster Beverage

Key Points

• Hilton Schlosberg, Monster Beverage’s new CEO, played a key role in transforming the company from a juice brand to a global energy drink leader.
• Schlosberg’s strategic partnership with Coca-Cola in 2015 helped Monster expand into 140+ countries, solidifying its industry dominance.
• Under Schlosberg’s leadership, Monster’s stock surged over 118,000% since 1999, making it one of Wall Street’s top performers.

In the competitive beverage sector, where brand strength, innovation, and market positioning drive success, Hilton Schlosberg has proven himself as a pivotal figure behind Monster Beverage’s meteoric rise.

Serving as the company’s vice chairman, president, and now as CEO, Schlosberg together with Rodney C. Sacks transformed Monster from a struggling juice business to a global energy drink powerhouse. His strategic vision and operational acumen positioned the company to dominate the energy drink market.

Schlosberg’s career at Monster spans over 30 years, during which he held key leadership positions, including a 23-year tenure as CFO. His recent appointment as CEO, which will be effective June 13, 2025, marks the culmination of a journey that saw him elevate Monster’s brand into a global phenomenon. He will succeed Rodney Sacks, who steps down from the role after a distinguished career, but will continue to serve as chairman of the board.

From academia to entrepreneurship

Born in South Africa in the early 1950s, Hilton Schlosberg’s career took an unconventional route. He was educated at the University of the Witwatersrand in Johannesburg, where he developed a strong foundation in business principles.

Unlike his business partner Rodney Sacks, Schlosberg did not start in law but rather in the corporate world, where his keen financial insight began to shine.

In 1990, Schlosberg and fellow South African Rodney Sacks joined forces to acquire Hansen Natural Corporation, a struggling company at the time. They purchased it for just $1.71 million, plus $12 million in debt. What followed was a masterclass in business transformation.

Building Monster: A bold move that paid off

Schlosberg’s decision to focus on the burgeoning energy drink market in the early 2000s was a game-changer. The company’s 2002 launch of Monster Energy was a calculated bet that paid off. As energy drinks gained popularity, Monster carved out its niche by associating the brand with extreme sports, gaming, and music culture. This move struck a chord with consumers, leading to rapid growth.

By 2012, the company rebranded itself as Monster Beverage Corporation, shedding its old identity as a juice company. The transformation was complete, and Monster was ready to compete with global giants like Red Bull and Coca-Cola.

Strategic partnerships and growth

One of the most significant milestones in Schlosberg’s tenure was the 2015 partnership with Coca-Cola. The $2.15 billion investment by Coca-Cola for a 16.7 percent stake gave Monster a massive cash infusion and opened the door to Coca-Cola’s extensive global distribution network. 

This pivotal deal enabled Monster to expand its footprint into more than 140 countries.

Though Monster faced a brief period of tension with Coca-Cola in 2018 when the latter planned to develop its energy drinks, arbitration helped preserve their partnership, further solidifying Monster’s position as a leader in the industry.

Schlosberg’s financial stewardship paid off handsomely for investors. Under his leadership, Monster’s stock price has surged dramatically, with an astonishing rise of over 118,000 percent from 1999 to 2024. This impressive performance outpaced even the most successful tech companies, making Monster one of Wall Street’s top-performing stocks.

As of 2025, Schlosberg’s net worth is estimated at $3.4 billion, with the company continuing to report strong financial results. Monster’s rise is a testament to Schlosberg’s ability to identify trends, take risks, and execute bold strategies that paid off in spades.

A new era for Monster

On March 11, 2025, Schlosberg was named the sole CEO of Monster Beverage, succeeding Rodney Sacks, who will continue to serve as chairman. This leadership transition marks the beginning of a new chapter for the company, which is now poised to continue its growth under Schlosberg’s guidance.

A story of South African grit and global success

Hilton Schlosberg’s journey from South Africa to the global stage is more than just a business success story—it is a reflection of determination, adaptability, and strategic vision.

Alongside Rodney Sacks, Schlosberg helped turn a small, struggling company into a $57 billion beverage empire, rewriting the playbook on what it takes to succeed in the ultra-competitive beverage industry.

From humble beginnings in Johannesburg to becoming a global force in the beverage world, Schlosberg’s path serves as an inspiring reminder that great business ventures are built on vision, perseverance, and the courage to take bold steps.