Seven-time World Champion Formula 1 driver Lewis Hamilton has joined forces with Monster Energy again to launch an all new zero sugar energy drink, which is available now, with a four-pack multipack variant joining the range in January 2023.
Hamilton’s name is emblazoned across the top of the can, which features an eye-catching new design he created in collaboration with artist Mad Dog Jones. The zero sugar, zero calorie vegan liquid inside has a peach nectarine flavour and comes in a plain and a £1.39 price-marked single can.
The launch is the latest in a busy pipeline of NPD from Monster, which has helped it achieve an extra £77.6m worth of sales in the past year (Nielsen). This has taken the value of the Monster brand to more than £481.1m, and has helped grow the value of the energy drinks sector to more than £1.6bn (ibid).
Zero sugar is a key driver of category growth with Monster’s zero sugar Ultra range up 38.5% (ibid), and retaining the no.1 zero sugar energy brand position in GB, according to manufacturer and distributor of the Monster Energy portfolio Coca-Cola Europacifc Partners (CCEP) GB.
Martin Attock, vice-president, commercial development at CCEP GB said: “Monster is more than a drink, it’s a lifestyle lived by the athletes and sports teams the brand works with and of course all their fans.
“During its 20th anniversary year, Monster has broken records to become the number one deliverer of value growth in the entire soft drinks category [ibid]. Lewis has broken records for the most wins, pole positions and podium finishes in Formula One as well. This innovation brings together two cultural icons, and we’re confident it’s going to disrupt the category and drive sales.”
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