News
Meet the Brands: Monster
21/03/2024
At Coca-Cola Europacific Partners, we make, move and sell some world-famous brands and create value for our 2.1 million customers across 31 countries.
In the latest edition of our ‘Meet the brands’ series, we are shining a light on Monster.
HISTORY
1935
1990
2015
Did you know?
The M on the can has been designed like a claw to make it look like there is a monster ripping through the can.
MONSTER ENERGY TODAY
Every year, we produce over 1.5 billion cans of Monster, at 14 production sites in Belgium, France, Germany, Great Britain, Norway, Portugal and Spain.
Monster delivers strong sales and has a particularly good market share in Great Britain where it grew by 15% and Germany where it grew by 33% by the end of Q3 2023.
The Monster portfolio is the leading energy brand in Spain, Norway and Portugal.*
The main pack format is the 500ml can sold individually or as part of a multipack. This pack size contains double the amount of liquid at the same price point as competitors, offering consumers great value for money.
*including strategic brands.
EXPLORE THE RANGES
Monster Energy
Monster Energy Zero Sugar
Monster Energy Zero Sugar
Juiced Monster Pipeline Punch
Juiced Monster Mixxd Punch
Juiced Monster Pacific Punch
Juiced Monster Monarch
Juiced Monster Ripper
Juiced Monster Khaotic
Juiced Monster Mango Loco
Juiced Monster Aussie Lemonade
Ultra A.K.A The White Monster
Zero-Sugar Ultra Fiesta
Zero-Sugar Ultra Rosá
Zero-Sugar Ultra Peachy Keen
Zero-Sugar Ultra Gold
Zero-Sugar Ultra Black
Zero-Sugar Ultra Watermelon
Zero-Sugar Ultra Paradise
Monster Energy Reserve Watermelon
Monster Energy Reserve White Pineapple
Monster Energy Assault
Monster Energy Mule
Monster Energy Nitro – Super Dry
Monster Energy Assault
Lewis Hamilton Zero Sugar
Monster Energy The Doctor
BRINGING MONSTER TO CONSUMERS
On the go purchases are the main revenue driver for Monster through channels such as supermarkets/hypermarkets, discount stores and convenience and fuel stations.
To meet growing consumer demand we want to make Monster accessible to a wider range of energy drink fans. As part of that we have recently teamed up with Burger King to offer Monster as part of a meal deal in Spain, Portugal, Belgium, Germany, Norway, Sweden and Great Britain.
Did you know? 27% of consumers now enjoy energy drinks alongside food. This step change means energy drinks are now consumed throughout the day.
INNOVATION IN ENERGY
Monster has led the energy category in innovation to drive the growth of the brand. That includes new flavours, juice blends and functional benefits that have helped to make energy drinks a mainstream choice for shoppers.
To meet varied consumer demand and cater to different drinking occasions, there are over 30 flavour variations in the Monster portfolio. We understand consumers want choice and we know innovation and variety creates value for our customers.
Did you know? The most popular drink is Monster Green, the original flavour, and over 70% of shoppers discover the brand through this flavour.
The Monster portfolio includes 4 ranges:
1) Original flavour - Monster Green and Monster Zero are the drink of choice for those after the full energy hit.
2) Ultra – Formulated for consumers who want a low-calorie and zero-calorie energy drink.
3) Juiced – Monster mixed with fruit juice. The Juiced range expands our target audience and allows fans to enjoy Monster alongside meals.
Did you know? Monster is the only juiced-based energy drink in the market and the flavour Mango Loco is the number one juiced-based energy drink.
4) Additions:
- Monster Nitro – A supercharged Monster Energy base with Nitrous Oxide for a smooth, lighter, dry texture.
- The Lewis Hamilton and Valentino Rosso partnerships.
- Monster rehab – Brewed iced tea energy drinks.
ATTRACTING MORE CONSUMERS
Monster links its brand to the things that its consumers love, like gaming, music and sports.
Did you know? The Monster tagline is ‘Unleash the Beast’ and the brand has partnered with sporting icons such as Lewis Hamilton and Valentino Rosso.
To support the growth of the brand and to help create value for our customers, CCEP teams often set up creative in-store activations to coincide with key promotions. Discover some of the highlights below.
Monster Energy keeps on growing, thanks to great marketing, strong innovation and our execution with customers. Monster is attracting more consumers and gaining a strong market share.”