Monarch has successfully launched an energy drink brand (Rush!
Energy) through the wholesaler/distributor network and created
the private label segment in this category.
Monarch strongly believes in the brand equity of Moxie. It
is not overstated to say it is a cult classic (if only in
New England). The definition* of Moxie itself compelled Monarch
to explore the energy drink segment. Coupled with expertise
in the category, the brand Moxie, easily allowed Monarch to
recognize that it was a perfect fit for the energy drink category.
In 2004 Moxie Energy was born!
* To have Moxie means to possess a passion for life. You
have energy, you’re vivacious, fun, and alive. You are
hard to ignore when you walk into a room. You ooze confidence.
Being self-assured in your abilities and your constitution
make you sexy. A person who has Moxie may not be the most
physically attractive person, but you have “it.”
It being a vibe. A vibe that is difficult to pin point, but
obvious to all who you encounter.
