We as snowboarders and consumers have the almighty power to build a brand or hurt one. It is our sole duty as such that allows us to drive the fate of this very industry that we are a part of in any direction we so dictate. It’s with this power and the voice of this website that I’m bringing an issue to you the readers. Everyone in snowboarding knows the impact that energy drinks are having on our culture and industry. They have infused millions of dollars in advertising, athlete sponsorship, and contests. At the end of televised contests the riders are seen sipping on their beverage of choice, further promoting it. Is there anything wrong with this? No as they’re trying to get paid and the company is trying to promote their product.

So what is the issue that needs to be brought to your attention? The issue at hands my fellow snowboarders is how Monster Energy Drink is strong arming a small Vermont based brewery. Rock Art Brewery of Morrisville Vt has been slapped with a cease and desist order from Monster because of one of their beers called Vermonster. The video below is the owner of Rock Art Brewery talking about the impending battle he has with this mega corporation that is a real Monster.

Snowboarding and beer drinking go hand in hand. It has been a part of our culture since day one and as our culture has grown and aged so too have our tastes. While PBR might still reign supreme as the beer of choice, there are those of us in this culture that appreciate a fine beer. So what can we do as both consumers and a culture? Well there are a few options that I will propose. The first is the simplest and that’s let your dollars speak and don’t support Monster. Let them feel the financial pinch of our dollars. The second option is to forward the video posted above and spread the word via Twitter, Facebook, blogs, and email. The final option is a bit more time inclusive but delivers a stronger message to the source and that is to send them a message via their website directly, here.

What is the Angrysnowboarder website going to do about this matter? Besides bringing this matter to your attention, we will be boycotting interviewing any athletes that are sponsored by this company. While the athletes are not at fault for having them as a sponsor, we feel that allowing Monster to gain any recognition or positive mention on this site after pulling a bull shit tactic like this would not be conducive to our message of supporting the little guy.

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