Morgan Stanley says the Beverage Business Insights newsletter confirms a high-single digit Red Bull price increase in the U.S. on August 1, which the firm views as a short-term positive, but also a longer-term positive for sustained category and Monster Beverage growth. The large magnitude and summer timing suggests longer-term rationality as the category moves to consistent, mix-driven pricing, adds the analyst, who has an Overweight rating and $103 price target on shares of Monster.
