Founding of The Monarch Beverage Company in Atlanta - USA by Franck Amstrong. Acquisition of a portfolio of "Nostalgic US CSD Brands". Development of the franchise business with independent bottlers.

Expansion of the "Overseas" franchise bottling network, notably with the BUBBLE UP and KICKAPOO brands. Development of the "Private Label" activity in the United States and Latin America with the concept of "Premium Retail Brand".

Purchase of the company by Jacques BOMBAL allied with a group of French investors. Growth of the international network of franchisees and first African partnerships. Development of the AMERICAN COLA, PLANET, RUSH ENERGY, and REAKTOR brands.

Sale of North American and European activities and strategic redeployment in emerging countries and toward brand franchising. Majority takeover by Jacques BOMBAL and the team. Operational management transfer to Paris.

Strong development of activities in emerging countries centered around 16 international brands offered in Africa, the Middle East, South America, and South East Asia. Establishment of an exclusive network of franchisees in nearly 50 countries.

Extension of the bottling network. Increased market share in CSD and Energy drinks. Development of new brands: non-alcoholic malt beverages, juice drinks, flavoured and enhanced water, tea, ready-to-drink tea, functional drinks…