Coca-Cola Europacific Partners (CCEP) is kicking off the new year with the launch of Monster Ultra Watermelon and a snowsport-themed promotion.
Rolling out from the beginning of February, the drink is available in both plain 500ml (rrp £1.49) and £1.39 price-marked 500ml on-the-go cans, as well as four-can multipacks (rrp £4.59), to capitalise on the continued popularity of the home-based energy drink occasions.
To support the Monster Ultra range throughout quarter one, CCEP is offering Ultra fans the chance to win a “money-can’t-buy” snowsport experience with a new promotion. The winner will enjoy three days of skiing or snowboarding in Crans-Montana, Switzerland, with accommodation, lift pass and equipment rental, and exclusive Monster Energy hospitality perks – as well as a meet-and-greet with some high-profile athletes.
Retailers can drive excitement in-store with high-impact snowsport-themed POS materials, available through the CCEP trade website.
The firm claims that Monster Ultra is the No.1 zero sugar energy drinks range in GB and is in 57% growth (Nielsen (Total Coverage) Value MAT total GB to 11.09.21). Now worth £1.4bn in GB (ibid), the energy drinks sector has benefited from Monster’s record £103m value growth over the last year, which CCEP claims is 25% more than the nearest branded competitor (ibid) and delivering the most value growth to overall soft drinks growth (ibid).
Martin Attock, vice president of commercial development at Coca-Cola Europacific Partners GB, said: “Two thirds of CCEP’s volume sales now come from low and no sugar variants – that’s 40% more than 10 years ago [2020 This is Forward Status Summary data period FY 2020 – 67%]. The 7-strong Monster Ultra range is playing a big part in our low sugar success story and continues to grow at a rate of more than 57% [Nielsen (Total Coverage) Value MAT total GB to 19.06.21].
“We know there’s big demand in the market for new and exciting flavours, especially in the low-calorie energy drinks segment. But it’s important to note that we will continue to offer choice across the whole Monster portfolio – and we recommend that our customers do the same. That’s why we’ve also invested in our core range recently, with the launch of a refreshed Monster Assault, which has a full-on flavour and a great-looking camo print can for maximum impact on-shelf.
“We’re confident that our latest launches will appeal to new and existing energy drinkers for a variety of occasions, and will drive sustained growth for the Monster brand throughout this year.”