CCE Unleashes Monster Sales Opportunity for Licensees in 2010
Friday, February 26, 2010
Coca-Cola Enterprises Ltd (CCE) is launching Monster into the licensed trade in Great Britain (GB) this March with two variants; Monster Export and Monster Ripper, available in 250ml cans.
The addition of Monster Export and Monster Ripper into CCE's existing energy portfolio in the on-trade will give licensees an even greater choice of quality energy drinks to offer their customers. Currently Relentless is available in a 250ml fully sleeved glass bottle.
CCE has distributed Monster since January 2009 and the brand is now the number two 500ml canned energy drink within GB and the third largest stimulation energy brand [1]. With retail sales in GB of £11.6m [2] and a brand awareness of 38% [3], Monster hopes to replicate the growth that has made it the number one value sales energy drinks brand in the US [4].
Monster Export is an on-trade variant of Monster Original (available in the off trade) rebranded for the on-trade whilst Monster Ripper, the second most popular flavour in the Monster portfolio [5] contains 50% fruit juice for a tropical flavour.
Stuart Agates, Head of Energy at CCE comments: "Total Energy in the on trade is worth over £98 million [6] and we believe there is a significant opportunity for growth. The addition of Monster Export and Monster Ripper to CCE's energy portfolio within licensed will enable outlets to offer customers a wider range of energy drinks and recruit new consumers." Jamal Benmiloud, Marketing Director at Monster comments: "With a €25m European investment planned for the brand in 2010, we expect consumer awareness of Monster, and both new variants, to be higher than ever. National sampling and the sponsorship of high profile music festivals and action sport events throughout the year will continue to communicate our 'living life on the edge' brand identity and connect with our fans nationwide for increased sales potential and incremental category growth."
A tailored range of POS materials will be available to support the launches in on trade premises. For stockist details licensees should contact 08457 227 222.
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For further Monster information please contact Frankie or Carly at
Mercieca PR on 020 7485 0100 or email
Frankie@mercieca.co.uk/Carly@mercieca.co.uk
