Coca-Cola Amatil (CCA) has secured a 20 year multi-million dollar distribution contract for Monster energy drinks in Australia and New Zealand.
The contract is between CCA and the Monster Energy Company, a subsidiary of Monster Beverage Corporation which is based in the US.
Monster Beverage Corporation owns a number of energy drink brands including Mother, Burn, NOS and Full Throttle.
CCA’s Managing Director of Australian Beverages, Barry O’Connell, said the new partnership would add a wealth of premium energy brands and innovation to the CCA non-alcohol beverages portfolio.
“The energy market is estimated to be worth more than AUD $1.2 billion in Retail Sales Value in Australia and this new partnership will help us grow our share of that important market,” O’Connell said.
“The agreement with Monster is significant for CCA because Monster Energy Corporation is a global leader in the energy category and importantly, they are specialists in this category. Energy is all they do,” he stated.
O’Connell said he was confident the new contract will lead to growth within the Australian energy drink market.
“Our alliance with Monster will enable us to reinvigorate the category in Australia with one of the world’s most popular energy drinks,” he said.
To assist in delivering on that promise, Monster Beverage Company will be increasing its marketing investment across Australia across the next few years.
