Jewish achiever creates Monster with energy drink

Rodney Sacks, one of two Kirsh Family Lifetime Achievement Award winners at this year’s Investec Jewish Achiever Awards, says he believes success doesn’t require being the smartest or the most qualified. What matters most is determination, focus, and perseverance. 

For Sacks, the co-founder, former chief executive, and chairperson of Monster Energy, winning this award didn’t signal the end of something, but “reminds me how lucky I’ve been to have lived this journey; to work with extraordinary people; and see an idea grow and continue to inspire”. 

Speaking from his home in California, he said, “To be able to see products that you have created on shelves in small stores in remote places around the world and on TV screens at leading international sporting events every week is extremely gratifying and makes it all worth it. 

“Although life has taken me far from South Africa, South Africa will always be a part of me. You can take the boytjie out of South Africa, but you can never take South Africa out of the boytjie,” Sacks said. 

Sacks started Monster Energy with his business partner, Hilton Schlosberg, after leaving his successful legal career in South Africa and moving to the United States in the 1980s. 

“When I think back to 1989, when my business career began following my relocation to California, I could have never imagined that it would lead me here tonight,” he said. “While I had qualified as a lawyer in California, I decided to follow a business career even though I had no experience of running a business, let alone a business in a new country. That was quite a daunting task. The one thing I knew was that failure wasn’t an option.” 

Sacks and Schlosberg bought Hansen’s, a natural drinks company, in 1990. Spotting the rising popularity of energy drinks, they initially launched under the Hansen name to save on marketing costs. As the market grew, they recognised the need to target young, blue-collar men with a distinct brand. This led to the birth of Monster Energy, instantly recognisable by its black can and bright green claw logo. 

Monster Energy has grown exponentially and is now sold in 140 countries. 

“We weren’t just selling beverages, we were building a vision, a culture, and a story that connected with people. We were able to create a beverage that represented a lifestyle in a can. To tap into the lifestyles of a strong, passionate fan base who aspired to the values that the Monster brand stood for,” he said. 

Sacks attributes the success of the Monster Energy brand to his South African spirit and having grown up in the South African Jewish community. 

“The beverage industry in the US is one of innovation, resilience, and constant reinvention,” said Sacks, “Over the years, I’ve been fortunate to be part of and have helped shape this transformation by creating and developing cutting-edge innovative beverages instead of just mindlessly marketing boring traditional beverages and flavours over and over again.” 

Sacks hopes that his journey inspires the next generation of Jewish South Africans to dream boldly, and succeed internationally while keeping hold of their roots. 

“Your roots and your community will always be a source of strength, no matter where life takes you. South Africans’ work ethic and culture affords you a great springboard to be able to succeed not only in South Africa but internationally,” he said.