Paul Dechary is wrapping up an “incredibly busy” year leading Monster Beverage Corp.’s (Nasdaq: MNST) 50-person legal team through acquisitions and new product launches.
The company, known for its portfolio of energy drinks, is now adding alcoholic beverages to the mix.
Monster came out with a flavored malt drink called The Beast Unleashed earlier this year after acquiring Canarchy Craft Brewery Collective LLC in February 2022.
“We’ve put a lot of effort into developing a distribution network for our alcohol-based product from a legal standpoint in the last two years,” Dechary told the Business Journal.
The legal team oversaw the $300 million purchase of the craft beer and hard seltzer company, which has helped Monster push into the adult beverage market, joining other high-profile companies like PepsiCo Inc. and Coca-Cola Co. that are coming out with canned, ready-to-drink alcoholic beverages.
Coca-Cola is part of Monster’s past and present, having paid $2.15 billion for 16.7% of the company in 2015; it now has a 19.3% stake in company.
Monster, led by Rodney Sacks and Hilton Schlosberg, plans to debut a line of hard iced teas dubbed Nasty Beast, set to launch early next year.
Dechary was honored for his achievements at the Business Journal General Counsel Awards in the Public Company category on Nov. 16 at the Irvine Marriott.
Local HQ
Monster, which counted a $57.2 billion valuation as of last week, is based in Corona, but its local ties are growing each year through its commercial real estate deals and partnerships.
Monster is reportedly looking to set up an Irvine executive base for its leadership team—which includes Aliso Viejo resident Dechary—at a new, low-rise office planned for the Von Karman Towers campus at the intersection of Michelson Drive and Von Karman Avenue.
Dechary did not comment on the rumored development, whose initial plans have been filed with the city of Irvine.
Irvine’s Greenlaw Partners owns most of the buildings on the campus, home to Golden State Foods and others, and has partnered with Sacks and Schlosberg on several of its acquisitions there.
Renderings for the new two-story office plan at Von Karman Towers include Monster brand logos on the façade.
Sacks and Schlosberg are among Orange County’s wealthiest residents, and are also large private investors in commercial real estate, having purchased more than $600 million in offices during the past seven years under the Hilrod Holdings investment firm.
It was part of the group that in 2019 bought 2040 Main St., the Irvine office that holds the local headquarters of law firm Knobbe Martens, for a reported $130 million; also in 2019, it was part of the $116 million deal for nearby 2211 Michelson office tower.
New Products
Dechary is an east coaster with deep roots in Orange County.
A self-described “Virginia boy,” Dechary earned his bachelor’s degree from the University of Virginia and juris doctor degree from The College of William and Mary.
He started out at Monster as one of two attorneys in 2008.
Over the course of his 15-year career at the company, Dechary has grown the global legal department to 50 people and has overseen Monster’s extensive intellectual property portfolio.
Dechary attributes this growth to Monster’s ability to come up with new products.
“What distinguishes us as a company is that we’re constantly innovating on our energy drinks. Now, we’re innovating in the alcohol space,” Dechary said.
Trademark Case
Dechary resides in Aliso Viejo with his family and currently serves on the board of trustees for SchoolPower, a parent volunteer-based foundation that raises money for Laguna Beach’s public schools.
Monster has similar Orange County ties. The company, previously named Hansen Natural Corp., was previously headquartered in Anaheim until it made the move to Corona for more warehouse space in 1998.
Monster is also a longstanding client of notable Orange County firms.
Most recently, Irvine-based Knobbe Martens secured a landmark win for Orange Bang Inc. and Monster in a 2022 trademark infringement case against Bang Energy maker Vital Pharmaceuticals Inc.
Orange Bang and Monster were awarded $175 million and 5% royalties on all future sales of Bang-branded products, becoming the largest U.S. trademark verdict, Knobbe Martens said in a statement.
Since then, Monster announced in July it has acquired the assets of former rival Bang Energy, which filed for bankruptcy, for $362 million.
Biking for a Cause
Outside of leading the legal team at Monster, Dechary created a bike team at the company to raise money for the National Multiple Sclerosis (MS) Society.
What started out as two people 14 years ago has now grown to a team of 60 individuals.
Dechary and his colleagues participate in the annual Bike MS Bay to Bay Ride. The two-day bike ride kicks off at Broadcom Inc.’s Irvine office and finishes in San Diego.
The nonprofit organization’s mission resonates with Dechary, whose wife, Amy, was diagnosed with MS 15 years ago.
This year, Dechary was joined by his son and daughter on the bike ride.
Team Monster raised more than $130,000 last year, bringing its fundraising total to over $725,000.
