Monster's '' retailer support initiative returns for fourth year

COC1553 SalesSupercharged Hero Landscape V2 1


  • New retailers onboard showcasing how to maximise energy drinks
  • Exciting new Monster giveaway live on NOW!

Coca-Cola Europacific Partners (CCEP) and the Monster Energy Co. have relaunched its convenience retailer support initiative for a fourth year, helping independent convenience retailers to make the most of the ever-growing energy drinks sales opportunity – and provide chances to win epic prizes.

The online platform and trade communications campaign will continue to provide the low-down on the latest trends and details on key segments within energy drinks. There will also be tips and advice around ranging and execution in-store from a selection of leading independent convenience retailers.

Growth of Energy Drinks

Energy drinks are worth over £1.9bn[1] in GB, adding more value to the soft drinks category than any other segment[2]. The Monster brand is now worth nearly £636m in GB[3], adding an extra £113m[4] worth of sales over the past year – and continues to deliver double-digit volume growth[5].

The energy segment is worth nearly £1.1bn in convenience alone[6] and is the largest soft drinks segment in the channel[7].

New Sales Supercharged Retailers for 2024

New for 2024, father and son duo Bay and Ellis Bashir, who own five convenience stores in Middlesborough, have become new faces of the Sales Supercharged initiative joining existing retailers – Jack Matthews from Bradley’s Supermarket in Leicestershire, Amrit Singh from H & Jodie’s in Walsall and Natalie Lightfoot, who owns a compact store in Baillieston, Glasgow.

Bay and Ellis have taken advantage of the resources on the platform and recognise the sales opportunity energy drinks present. Retailers can listen to video advice from Bay, Ellis, Natalie, Jack and Amrit on to understand how to get the most out of the energy drinks segment. Watch the latest video from Bay & Ellis here:

Helen Kerr, Associate Director of Portfolio Development at Coca-Cola Europacific Partners GB, said: “More than half of energy drinks are sold through the convenience channel in GB and this only continues to grow[8], making it a big opportunity for convenience retailers across the country.

With this in mind we continue to invest in our Sales Supercharged support initiative, collaborating with leading convenience retailers to help the wider retailing community to take full advantage of the energy drinks sales opportunity. For store owners who want to make their energy fixture work harder, I’d recommend visiting and keep an eye out for the campaign within the trade press over the coming months”. retailer, Bay Bashir said: “Energy drinks are so important to our overall soft drinks sales, so Ellis and I were delighted to work on this project with Monster and CCEP to inspire other retailers to get the most from their energy range and drive their sales.

“It’s great to see suppliers investing in initiatives that are solely focused on the convenience channel so I’d urge retailers to use the advice and tools on to reap the full benefit. And don’t forget to enter the prize draw for a chance to win a day at PalmerSport, I’ve been and its ACE!”

Epic Monster prize

Upon launch, the campaign will also give one lucky retailer the chance to win two vouchers for a fully paid, exhilarating motorsport driving experience with PalmerSport at the Bedford Autodrome – getting behind the wheel of eight high-performance cars, with live timing, scoring and prizes for the day's best driver.  Live from 29th April, enter the free prize draw by visiting before 31st July. The winner will be notified by 14th August.

Full terms and conditions available at


[1] Nielsen Total GB, val MAT w/e 23.03.24

[2] Nielsen Total GB, val MAT w/e 23.03.24

[3] Nielsen Total GB, val MAT w/e 23.03.24

[4] Nielsen Total GB, val MAT w/e 23.03.24

[5] Nielsen Total GB, vol MAT w/e 23.03.24

[6] Nielsen Total Impulse GB, w/e 23.03.24

[7] Nielsen Total Impulse GB, w/e 23.03.24

[8] Nielsen Total Impulse GB, val MAT w/e 23.03.24