Sales Supercharged

Coca-Cola Europacific Partners (CCEP) and the Monster Energy Co. have launched the next phase of the Sales Supercharged convenience retailer support initiative, just in time for Monster’s 20th birthday.

The online platform and communications campaign will continue to provide the lowdown on the latest trends and details on key segments in energy drinks, alongside tips and advice around ranging and execution in-store, but will now feature three successful convenience retailers – Amrit Singh from H & Jodie’s in Walsall, Stephen Spilsted from Westbourne Village Shop in Emsworth, and Lucy Costello from Daniel House Supermarket in Bootle. All have taken advantage of the resources on Sales Supercharged and are enjoying strong growth in their stores.  

Phase two of the campaign has officially kicked off with trade media advertising, PR, social media activity as well as new video case studies from our Sales Supercharged retailers covering Total Energy, Zero Sugar Energy and the importance of NPD. 

The campaign will also link to Monster’s 20th Birthday celebrations giving retailers in Great Britain the chance to win a VIP weekend for two to the Valencia MotoGP which takes place between the 4th – 7th November. To be in with a chance of winning visit

Energy drinks are up £200m in value year-on-year, and more than £100m of that is down to the Monster brand (Nielsen MAT val total coverage incl. dis WE 010122). Monster Co. brands have led the diversification of the energy sector in recent years, which has helped the sector to become more mainstream in line with wider soft drinks, appealing to more consumers, on more occasions. Energy drinks now offer the choice and great taste of soft drinks, but with added functional benefits and the category is now worth almost £801m in convenience (Nielsen MAT val total impulse WE 010122), the largest soft drinks segment in the channel (ibid).

Pippa Collins, associate director of commercial development at CCEP GB, said: “The return of the on-the-go mission alongside the enduring home-based occasions that arose in lockdown – combined with consumer demand for zero sugar, innovative new flavours and drinks with added functionality – means the growth of energy drinks is set to continue.

“Coupled with strong brands and activation plans, the Sales Supercharged initiative is one of the ways we are supporting convenience retailers to make their energy fixture work even harder. It was encouraging to hear the success stories from Amrit, Lucy and Stephen and we’d like to thank them for being part of the campaign, sharing business benefiting advice with their retailing peers.”