Monster Sales Recharged

Coca-Cola Europacific Partners (CCEP) and the Monster Energy Co. has relaunched its convenience retailer support initiative for a third year, fronted by three highly success retailers. 

Amrit Singh from H & Jodie’s in Walsall is back, alongside new faces Jack Matthews from Bradley’s Supermarket in Leicestershire, and Natalie Lightfoot whose compact store is in Baillieston, Glasgow.

Amrit, Jack, and Natalie have been sharing their advice on how to get the most out of the energy drinks through a Q&A hosted on the Sales Supercharged platform, which provides the low-down on the latest trends and details on key segments within energy drinks, alongside tips and advice around ranging and execution in-store, plus competitions.

Upon launch, the campaign will also give retailers the chance to win 2 X Grandstand Tickets to the 2023 MotoGP British Grand Prix at Silverstone for 6th August with £500 towards travel, accommodation and food & drink costs for the day. 

Energy drinks are now worth £1.78 billion in GB (Nielsen), and enjoying 14% value growth (ibid) and 6% volume growth (Nielsen) over the last year.  The segment is worth more than £969m in convenience alone (Nielsen) and is the largest soft drinks segment in the channel (ibid).

Pippa Collins, associate director of commercial development at CCEP GB, said: “Energy drinks continue to provide an incredibly exciting growth opportunity for convenience retailers and this has, in part, been driven by the sector becoming more mainstream, offering a wider variety of great tasting flavours, juice blends and functional benefits, many of which have come from the Monster Co. portfolio of brands.

“We wanted to continue working with leading convenience retailers who really see the opportunity that energy drinks present to help support the wider convenience sector. For retailers who want to make their energy fixture work harder, I’d recommend visiting, for insights, actionable advice and selling tools.”

Amrit said: “After being involved in Sales Supercharged last year, I jumped at the opportunity to keep showcasing the importance of energy drinks and Monster within convenience. Monster continues to support retailers’ businesses with not only time, selling tools and valuable knowledge, but with their continuous innovation.”

Natalie said: “Monster has always been such an important brand for our business, to have the opportunity to show and educate other retailers on the importance of a well-maintained energy category was a no-brainer.”

Jack said: “I recognise the importance of the energy category so I was keen to support other retailers in delivering more from their energy fixture. Monster NPD continues to drive our sales with each and every new launch.”