Soft drinks manufacturer Coca-Cola Europacific Partners (CCEP) has expanded its functional energy portfolio in Great Britain with the launch of a limited-edition Monster Energy Lando Norris Zero Sugar gold can.
The product rollout, scheduled to enter retail channels at the end of June 2026, features a metallic gold packaging design celebrating the driver's first Formula One World Championship title. The short-term release is timed to align with the British Grand Prix at Silverstone, providing retailers with a seasonal opportunity to capture high-velocity impulse purchases ahead of peak summer sporting events.
The launch builds on the commercial performance of the collaborative brand, which has generated £17.4 million in sales since entering the market last year.
The introduction of the commemorative gold packaging comes during a period of sustained volume and value growth for the energy drinks category in Great Britain, which is currently valued at more than £2.5 billion.
Within the broader category, the low-calorie energy segment has emerged as a primary growth driver, now valued at more than £631 million. The Monster brand currently maintains a 55 per cent share of this low-calorie market, utilising targeted packaging and flavour innovation to capture consumer interest.
According to internal CCEP performance data, the Monster brand is currently valued at over £880 million and delivers more absolute value and volume growth than any other energy drink brand in Great Britain. Furthermore, product innovation from the brand was responsible for more than half of all energy drink innovation sales over the past year.
Pack Specifications and Retail Execution
The limited-edition packaging will be available on retail shelves for a restricted three-month window. The product details and packaging formats include:
🏁 Monster Energy Lando Norris Zero Sugar – A zero-sugar, low-calorie energy formulation featuring a bold, metallic gold can design inspired by the 2025 championship-winning season.
The product is packaged in standard single-serve cans, developed to fit seamlessly into front-of-store beverage chillers. To support the launch and maximise shelf standout, CCEP is distributing themed point-of-sale materials and digital assets to retail partners through its trade platform.
According to Rob Yeomans, Vice-President of Commercial Development at CCEP GB, the limited-edition gold format allows retailers to tap into the active momentum surrounding Formula One racing during the summer months. He noted that because 67 per cent of energy drink consumers prefer to purchase their beverages chilled, securing early distribution and prominent chiller visibility will be critical to maximising the rate of sales during the three-month campaign window.
The short-term collectable format targets younger adult demographics, who historically drive transactional frequency within the functional and carbonated soft drink categories through experiential and IP-led purchases.
.jpeg)
.jpg)
