Coca-Cola Amatil (CCA) has secured an up to 20 year, multi-million dollar, distribution contract for Monster Energy drinks across Australia and New Zealand.
This follows the announcement of Monster Beverage Corporation’s long term strategic partnership with The Coca-Cola Company (TCCC) in June 2015 to take ownership of all TCCC Energy brands, including Mother in Australia.
The new contract between CCA and Monster Energy Company, a subsidiary of Monster Beverage Corporation, takes effect in Australia from May 1, 2016.
Barry O’Connell, CCA MD Australia Beverages, said the new partnership would add a wealth of premium energy brands and innovation to the CCA nonalcohol beverages portfolio and represented a crucial step towards becoming a market leader in the growing energy category in Australia.
“The energy market is estimated to be worth more than $1.2 billion in retail sales value in Australia and this new partnership will help us grow our share of that important market,” Mr 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.
“This expertise, combined with our distribution footprint, world class sales team and best in class in-market execution sets us up well for the future.
Mr O’Connell said this is an exciting time for CCA. Monster Energy is one of the fastest growing beverage and lifestyle brands worldwide.
“Our alliance with Monster will enable us to reinvigorate the category in Australia with one of the world’s most popular energy drinks. Together with our new partners, we can’t wait to get going.
“We are confident we will grow the category and accelerate growth for both companies in these important markets,” Mr O’Connell said.
To assist in delivering on that promise, Monster Beverage Company will be increasing its marketing investment across Australia in the coming years.