Monster unveils new retailer support initiative

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Coca-Cola European Partners (CCEP) and the Monster Energy Co. have unveiled a new support initiative for convenience retailers.

Aiming to help maximise energy drink sales, ‘Sales Supercharged’ provides the low-down on the latest trends and segments that are leading the way, tips on getting the range right and how to bring the category to life in-store.

Designed for retailers looking to take advantage of growing energy drink sales, the initiative also offers chances to win free stuff, kicking off with cases of Monster and Relentless, in addition to an opportunity to request the latest point of sale and find out about chilled equipment.

The energy drink sector has grown by a staggering £72.5 million over the last year, with more than two thirds of this being delivered by Monster[i].

The fastest-growing energy drinks brand in Britain, Monster is now worth £287m[ii]. The Monster Energy Co. portfolio also includes Relentless, worth £42m, and Reign Total Body Fuel – the biggest performance energy drink in GB, four times bigger than its nearest competitor[iii].

“The energy drinks sector is worth an incredible £667m to the convenience channel, and is now the largest soft drinks segment in this channel[iv],” commented Simon Harrison, vice president of commercial development at CCEP GB.

“And with the rise of new occasions including gaming and working out in the home, alongside consumer demand for zero sugar, innovative new flavours and drinks with added functionality, this growth is only set to continue.

“With our wining portfolio, supported by the Sales Supercharged platform, convenience retailers of all sizes can make their energy fixture work harder and give their sales some extra muscle power.”


[i] Nielsen Home Total coverage incl discounters last year to w/e 05/09/2020 (Energy Growth +£72.5m /Monster Growth +63m =86% of the total growth number)

[ii] Nielsen Home MAT Total Coverage incl discounters  w.e. 05.09.20

[iii] Nielsen Answers Value Sales Total GB Ytd we 05.09.2020 (Reign Value is £4.6m/ Nearest competitor Value is £1.1m)

[iv] Nielsen MAT Total Impulse w.e. 05.09.20