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Coca-Cola Europacific Partners (CCEP) has introduced a new range of limited-edition Monster Energy cans featuring Formula 1 driver Oscar Piastri. The release, which arrives on 29 June, covers both Monster Energy Original and Monster Energy Zero Sugar variants, aiming to leverage interest in the sport to drive sales within the energy drink category.
This initiative follows the recent introduction of the Monster Energy Lando Norris Gold Can, reflecting the brand’s ongoing association with Formula 1. The cans are being distributed across wholesale, convenience, and grocery channels in both plain and price-marked pack (PMP) formats.
The energy drink category remains a significant segment for retailers, valued at over £2.5 billion in Great Britain. Within this, the low-calorie energy segment accounts for more than £631 million.
Monster Energy currently holds a 55% share of the low-calorie energy segment, positioning the brand to influence demand for zero-sugar options.
The rollout of the limited-edition range is intended to generate engagement at the fixture, providing retailers with a seasonal product intended to capture consumer interest through collectability.
Retailer Support and Visibility
CCEP has stated that the product launch is supported by a range of materials designed to facilitate in-store execution and visibility:
Point of Sale (POS): Customised materials are available for retailers to create high-impact displays.
Digital Assets: Supporting content is available through the MyCCEP.com portal.
Rob Yeomans, Vice-President, Commercial Development at CCEP GB, noted that the launch is intended to reinforce the brand's connection with Formula 1. He advised that retailers should ensure the limited-edition packs are highly visible in chillers and displays while stocks remain available.
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