Rodney Sacks, South African Executive Behind Monster Energy's 57 Billion Rise
Rodney Sacks transformed Monster from a struggling soda firm into a 57 billion global energy drink powerhouse.
Monsters 2002 energy drink launch, followed by Coca-Colas 2.15 billion stake, unlocked rapid international expansion into 140 countries.
Monster's stock surged over 140,000 from 1999 to 2024, outperforming tech giants like Apple and Amazon.
In the crowded world of consumer beverages, where timing, branding, and smart distribution can make or break a product, Rodney Sacks stands out. The South African-born businessman is the chairman and co-CEO of Monster Beverage Corporation , the company behind the globally recognized Monster Energy drink.
Under his leadership, Monster has grown from a modest juice and soda company into a 57 billion giant. Over the past two decades, its stock has delivered returns that beat even the likes of Apple, Microsoft, and Google.
A South African foundation: From law to leadershipSacks didnt start his career in business. Born in Johannesburg in 1949 to a Lithuanian-Jewish family, he studied law at the University of the Witwatersrand, earning a postgraduate diploma in tax law as well. He joined Werksmans AttorneysSouth Africas largest corporate law firmwhere he rose quickly, eventually becoming its youngest-ever partner.
After nearly 20 years in legal practice, Sacks decided to switch gears. In 1989, he and his family moved to California. A year later, he teamed up with fellow South African Hilton Schlosberg to buy a struggling company called Hansen Natural Corporation. The price: 1.71 million, plus 12 million in debt. It was a bold moveone that would change both their lives.
Building monster: A high-stakes bet that paid offBack then, Hansen Natural was best known for juices and sodas, but it was losing ground in a crowded U.S. beverage market. Sacks and Schlosberg got to work, slowly stabilizing the business. The real turning point came in 2002, when they launched Monster Energy.