Monster announces 'female-focused' Flrt energy drink; internet reacts skeptically

In an effort to expand its customer demographics, Monster Energy is launching a new "female-focused" energy drink in 2026. And it's garnering mixed reactions.

Monster Energy CEO Hilton Schlosberg introduced Flrt, a "female-focused brand" that will offer zero-sugar drinks, during a Nov. 6 earnings call.

Though the brand won't hit shelves until next year, the Flrt website is already live, promoting an energy drink that is "as vibrant, fearless and fun as the women who drink it." In addition to being sugar-free, other benefits of drinking Flrt include boosting collagen production, supporting skin and hair health, and helping the immune system, according to its website.

Sample Flrt cans displayed on the website resemble a Delia's catalog from the '90s, with bright, springtime colors and an abstract flower as the brand's logo.

"I'm confused. Monster Energy has always been for the girls," TikTok user Yasmine Summan said in a recent video. "I understand what they were trying to do; they're trying to cash in on the clean-girl lifestyle, health and wellness demographic. But calling it a woman's only energy drink feels really condescending and on the nose."

Monster Energy did not immediately respond when contacted by USA TODAY on Nov. 19.

What flavors will Flrt offer?

According to Scholsberg, at launch, Flrt will be available in four flavors: Strawberry Fling, Guava Lava, Berry Tempting and Sunset Squeeze.

When will Flrt be available in stores?

Flrt will launch in early 2026, Schlosberg said during the earnings call.

Flrt to join 'female-focused' energy drink market

Flrt will not be the first female-focused energy drink to enter the market.

During an earnings call on Nov. 12, Celsius Chief of Staff Toby David acknowledged Flrt when comparing it to Alani Nu, another female-geared energy drink. Celsius announced its acquisition of Alani Nu earlier this year. Alani Nu was founded in 2018.

"I just think that it takes a lot in energy to build a community and to where it gets people excited about your brand. What you're walking around with and carrying in your hand, when it comes to energy, speaks to who you are. And it takes years for you to build that," David said during the call.

"We feel like we're clearly the leaders within the category, especially when it comes to female and sugar-free," David continued. "So while we anticipate there's going to be other players that come into the fold, and there always will be, we've got a head start. It's a difficult 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 female-marketed brand.

"Yeah, no thanks, Monster. I don't want the 'Flrt.' I'll stick to my pink Monster," TikTok user Abby Burnette said in a video. "My cute, little pink Monster is not masculine. I don't need a women's line."

"The real question is, why is a drink gendered? It's a drink?! If you like the flavor, you drink it ... Or am I missing something?" one TikTok user commented on Summan's critical video of the new brand. "Is this like the beer is for guys and sweet white wine is for girls debate ... still?"

Even some men have expressed their disappointment in the brand online.

"Monster might have just made the most sexist marketing decision I've ever seen," TikTok user Zeke So Based said in a recent video. "There are some pretty good changes for these drinks, like ... the lighter colors, so the drink doesn't look as intense as their usual flavors. But even with those things said, this is not the way to do it. A flower and naming it 'Flrt,' like that, is so obviously girl-coded, and I think it's just going to be seen negatively by most people."

Monster to release several other new drinks in 2026

Flrt wasn't the only new brand Monster teased during its latest earnings call. Here's a look at some of the others:

• Monster Energy Strawberry Shot, sugar-free 16-ounce can, available in January
• Juice Monster Voodoo Grape, Reign, Watermelon Sour Gummy and Bang Lime Pop Drop, available in February
• Monster Energy Lando Norris Zero Sugar, available nationwide in early 2026
• Monster Energy Ultra Punk Punch, available in March
• Full Throttle Red Apple, available in April
• NOS Grand Prix Guava, available in April
• Storm Energy sugar-free energy drink, available in 2026
• Monster Energy Utra Red, White and Blue Razz and Juice Monster Strawberry Lemonade in July to commemorate America's 250th birthday

Greta Cross is a national trending reporter at USA TODAY. Story idea? Email her at [email protected].