Coca-Cola Europacific Partners will be cancelling promotional activity for its Monster energy drink brand in Nisa from mid-February.
A letter to Nisa retailers seen by betterRetailing reads: “Due to challenges within the market place, the supplier has had to cancel promotional activity nationally across the Monster Brand for Period 3 2022.
“Partners are advised to retail lines at the non-promotional price and ensure removal of any promotional PoS. Orders placed will be charged at full price.”
Period 3 encompasses a three-week period starting 14 February. It is not clear if the supplier will resume Monster promotions after it has elapsed.
A CCEP spokesperson said: “Monster is a strategic brand for our business and is helping our convenience customers to drive sales in their stores. It is currently enjoying unprecedented growth thanks to a strong core range and NPD, up nearly 30% in convenience, and delivering over 50% of energy segment growth over the last year in this channel. In fact, Monster added more value to total soft drinks than any other soft drink brand in GB during 2021. We will continue to balance our promotional offering in the market with maintaining the availability of our products during times of unprecedented demand.
“The convenience channel is important to our business, and we remain committed to helping small stores thrive at the heart of their communities. We will continue to ensure that the promotional package we offer to our convenience customers remains in line with that offered across the rest of the market.”
Wholesalers and suppliers have been forced to scale back their promotional activities during the pandemic in response to availability issues.
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