Flrt will join other “female-focused” energy drink brands Alani Nu and Bloom Nutrition.
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As part of its efforts to expand its customer base, Monster Energy plans to launch a new “female-focused” energy drink in 2026, which has garnered mixed reactions.
Monster Energy CEO Hilton Schlossberg introduced Flrt, a “women’s brand” that offers zero-sugar beverages, during an earnings call on November 6.
Although the brand won’t hit shelves until next year, Flrt’s website is already up and running, promoting energy drinks that are “as vibrant, fearless, and fun as the women who drink them.” According to its website, the benefits of drinking Flrt, in addition to being sugar-free, include boosting collagen production, supporting skin and hair health, and boosting the immune system.
The sample Flrt cans shown on the website resemble Delia catalogs from the ’90s, with bright spring colors and abstract flowers as the brand’s logo.
“It’s confusing. Monster Energy has always been for girls,” TikTok user Yasmin Samman said in a recent video. “I understand what they were trying to do. They were trying to make money by capitalizing on the clean girl lifestyle, health, and wellness population. But calling this an energy drink just for women feels really condescending and offensive.”
USA TODAY contacted Monster Energy on Nov. 19 and did not immediately receive a response.
What flavors does Flrt offer?
At launch, Flrt will be available in four flavors: Strawberry Fling, Guava Mule, Berry Tempting and Sunset Squeeze, Scholsberg said.
When will Flrt be available in stores?
Flrt is expected to launch in early 2026, Schlossberg said on the earnings call.
Flrt enters the “female” energy drink market
Flrt isn’t the first women’s energy drink to hit the market.
During an earnings call on Nov. 12, Celsius chief of staff Toby Davids acknowledged Flrt, comparing it to Alani Nu, another women’s energy drink. Celsius announced the acquisition of Alani Nou earlier this year. Alani Nu was founded in 2018.
“I think it takes a lot of energy to build a community and get people excited about your brand. When it comes to energy, what you walk around with, what you hold in your hands, speaks volumes about who you are. And it takes years to build that,” David said on the call.
“We feel like we are the clear leader within this category, especially when it comes to women’s and sugar-free,” David continued. “So I expect other players to come in and there will be, but we’ve got a head start. This is a tough category to play in.”
Nutrabolt’s Bloom Nutrition, founded in 2019, is another energy drink line marketed toward a female audience.
What do people think about Flrt?
Since the announcement, Flrt has received mixed reactions from online users, with some women expressing their distaste for the women’s brand.
“Yeah, no, thank you, Monster. I don’t need ‘cheating.’ I’m sticking with the pink monster,” TikTok user Abbey Barnett said in the video. “My cute little pink monster is not masculine. I don’t need a feminine line.”
“The real question is, why does a drink have a gender? Is it a drink?! If I like the taste, I drink it…or am I missing something?” one TikTok user commented on Saman’s critical video of the new brand. “Is this like the argument that beer is for men and sweet white wine is for women…still?”
Some men have also expressed their disappointment with the brand online.
“Monster may have just made the most sexist marketing decision I’ve ever seen,” TikTok user Sieg So Based said in a recent video. “There are some pretty nice changes to these drinks. The colors are brighter, so they don’t seem as intense as the regular flavors. But that being said, this is not the way to go. Having a flower and naming it ‘Flrt’ is clearly girl code and I think it will be viewed negatively by most people.”
Monster plans to release several other new drinks in 2026
Flrt wasn’t the only new brand Monster teased in its latest earnings call. Let’s take a look at some others.
- monster energy strawberry shotsugar-free 16-ounce cans, available in January.
- Juice Monster Voodoo Grape, Rain, Watermelon Sour Gummy and bang lime pop dropavailable in February
- Monster Energy Lando Norris Zero Sugarwill be available nationwide in early 2026
- monster energy ultra punk punchavailable in March
- full red appleavailable in April
- NOS Grand Prix Guavaavailable in April
- storm energy Sugar-free energy drink to be released in 2026
- Monster Energy Utra Red/White/Blue Raz and Juice Monster Strawberry Lemonade Commemorating America’s 250th anniversary in July
Greta Cross is USA TODAY’s national trends reporter. Story ideas? Email her at gcross@usatoday.com.
