Target Audience and Company of Monster Energy Drink Since energy drinks are still part of a new and developing industry, the target market for energy drinks is different than to other beverage industries. Monster energy drinks have become a very popular and “hip” part of society, but the market they address is not as large, expansive, or diverse as some might think. Early in the history of energy drinks, when they were first sold in the United States, athletes were the primary consumers. This shows that even initially energy drinks were aimed at a select audience, a group of people with specific interests. Even though the consumer base of energy drinks has now expanded beyond that of simple athletes, the target market is even more particular than in other sectors. When thinking about the target market for energy drinks, it is important to consider who is most receptive to the drinks' purported effects.