Coca-Cola and Monster’s Supercharged campaign

Energy drink initiative returns for a fourth year

Coca-Cola Europacific Partners and the Monster Energy Co have kicked off the Sales Supercharged campaign once again for the fourth year running.

COCA-COLA Europacific Partners (CCEP) and the Monster Energy Co have relaunched the Sales Supercharged convenience retailer support initiative.

Returning for the fourth year in a row now, the campaign aims to support independent convenience retailers to make the most out of the growing energy drinks selection in stores along with the chance to bags some prizes along the way.

The online platform – – as well as trade communications will aim to provide the latest updates on trends within the energy drinks category along with tips and advice around ranging in store.

Local retailers have once again fronted the campaign with Glasgow based Natalie Lightfoot, store owner of Londis Solo Convenience in Baillieston, once again stepping back into the role as a Sales Supercharged Retailer.

Natalie is joined by four other retailers including Jack Matthews from Bradley’s Supermarket in Leicestershire, Amrit Singh from H & Jodie’s in Walsall as well as the newcomers for 2024 Bay and Ellis Bashir, a father and son duo who own five stores in Middlesborough.

Retailers will also be in with the chance to win an exhilarating prize as part of the promotion with the opportunity to pick up two vouchers for a fully paid motorsport driving experience with PalmerSport at the Bedford Autodrome.

The winner will be getting behind the wheel of eight high-performance cars with live timing, scoring and prizes for the day’s best driver.

The competition is live now and retailers can enter by visiting the Sales Supercharged website and entering before 31 July. The lucky winner will be notified by 14 August.

Helen Kerr, associate director of portfolio development at CCEP GB, said: “More than half of energy drinks are sold through the convenience channel in GB and this only continues to grow, 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.”