Monster Energy partners with Lewis Hamilton for new flavour launch

Monster's new launches have added £77.6m to its sales in 2022

monster lewis hamilton

Coca-Cola Europacific Partners GB (CCEP GB) has launched a Monster Energy Zero Sugar variety in collaboration with seven-time Formula 1 World Champion Lewis Hamilton.

The new variety, which has a peach nectarine flavour, is available now in a plain and £1.39 price-marked 500ml can, with a four-pack multipack set to be available in January 2023.

It features Hamilton’s name across the top and a design created by the racer in partnership with artist Mad Dog Jones.

According to the supplier, Monster’s new launches in 2022 have helped it achieve an extra £77.6m-worth of sales, which has taken the brand’s value to more than £481.1m. Additionally, sales of its zero-sugar Ultra range are up 38.5%, making it the number-one zero-sugar energy brand in the UK.

This in turn has helped grow the value of the energy drinks sector to more than £1.6bn.

Martin Attock, vice-president, commercial Development at CCEP GB, said: “During its 20th anniversary year, Monster has broken records to become the number one deliverer of value growth in the entire soft drinks category. 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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