Energy drink Monster relaunches for on-trade

Coca-Cola Enterprises (CCE) has marked its push to grow the distribution of energy drink Monster by re-launching the brand for the on-trade.

Monster, which is the number one energy drink in America, will now come in two new flavours and packaging including the introduction of 250ml can, down from 500ml and in-line with other energy drink brands.

Monster Original has been re-branded as Monster Export for the on-trade and Monster Ripper is a tropical flavour containing 50 per cent juice.

The can size has been reduced from 500ml to 250ml in-line with other energy drink brands. A $25m European marketing budget for 2010 and tailored PoS will back up the relaunch.

Monster made headlines in November when it replaced Red Bull across Wetherspoon's 783-strong pub estate. It currently has UK sales of £11.6m and is the third most popular energy brand.

CCE also has the UK's number two brand, Relentless, within its portfolio.

Stuart Agates, head of energy at CCE said: "Total energy in the on-trade is worth over £98m and we believe there is 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 wide range of energy drinks and recruit new consumers."

"We want to double the value and share of Monster over the next five years which will only come from innovation. Monster Ripper will appeal to people who do not like the traditional energy drink taste. It makes sense for anyone to cannibalise."