- Monster Energy launches limited-edition Lando Norris Zero Sugar gold can
- Celebrates Lando Norris’ first Formula 1 World Championship title
- Launch builds on growing demand for low-calorie energy, now worth £631m in GB
Coca-Cola Europacific Partners (CCEP) is bringing the excitement of Lando Norris’ 2025 championship-winning season to chillers nationwide with the launch of a limited-edition Monster Energy Lando Norris Zero Sugar gold can.
The new can design marks Lando Norris’s first Formula 1 World Championship title and builds on the success of Monster Energy Lando Norris Zero Sugar, which has already generated £17.4m in sales since launching last year, giving retailers another opportunity to drive sales during the summer racing season.
Monster is now worth over £880 million and is delivering more value and volume growth in absolute terms than any other energy drink brand in GB, with its innovation responsible for more than half of energy drinks' innovation sales in the last year.
Championship-inspired design
Rolling into stores nationwide from the end of June, the limited-edition can features a metallic gold design inspired by Lando Norris’ championship-winning season, delivering maximum stand-out on shelf and strong appeal for Monster and Formula 1 fans alike.
Launching ahead of this year’s Formula 1 British Grand Prix at Silverstone, the release is perfectly timed to help retailers capitalise on peak fan excitement and drive impulse purchases through a highly collectable, short-term offering.
Limited-edition innovation continues to play a key role in driving shopper excitement and impulse purchases within energy, particularly amongst younger adult shoppers looking for new formats, flavours and collectable releases.
Driving energy sales
Energy drinks are worth more than £2.5bn to retailers in GB retail, with low-calorie energy now worth more than £631m in GB. Monster continues to lead the low-calorie segment through a 55 per cent share, helping retailers tap into growing demand for zero sugar energy options.
The launch will be backed by eye-catching POS materials and digital assets available through My.CCEP.com, helping retailers create standout displays and maximise visibility during the campaign period.
“Monster Energy has always been closely connected to the culture and attitude of motorsport,” said Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB.
“This limited-edition gold can is a brilliant way to bring that excitement into the chiller, helping retailers tap into the momentum behind Lando Norris and Formula 1 while giving shoppers another reason to pick up Monster Energy Lando Norris Zero Sugar.
“With only three months on shelf, we expect strong interest from Monster and Formula 1 fans looking to get their hands on the new collectable gold can. 67 per cent of energy drinkers prefer to purchase their drinks chilled, so retailers should stock up early, give the launch strong visibility in the chiller and make the most of the excitement while it lasts.”