Monster’s golden touch for Norris’ global championship
DRINKS giant Coca-Cola Europacific Partners (CCEP) has marked the success of Formula 1 driver Lando Norris with a new limited edition launch for Monster Energy.
Celebrating Norris’ 2025 championship-winning season, Monster Energy has unveiled a new gold coloured version of the Lando Norris Zero Sugar energy drink.
The new can design will seek to help fans of the motorsport driver to celebrate his first Formula 1 World Championship title and builds on the success for the variant which NIQ data found had generated £17.4million in sales since its launch last year.
Rolling into stores from the end of June, the limited edition can features a bold metallic gold design inspired by Norris’ winning season helping to deliver maximum stand-out on shelf and drive up sales opportunities with fans of both Monster Energy and Lando Norris.
Additionally, the limited edition cans will launch ahead of the upcoming Formula 1 British Grand Prix at Silverstone making it perfectly timed for retailers to capitalise on this opportunity as well.
The launch will be backed by eye-catching POS materials and digital assets available through MyCCEP.com to help retailers to create stand-out displays and engage shoppers ahead this summer.
Rob Yeomans, VP for commercial development at CCEP GB, said: “Monster Energy has always been closely connected to the culture and attitude of motorsport. This limited-edition gold can is a brilliant way to bring that excitement into the chiller, helping retailers tap into the momentum behind Lando Norris and Formula 1 while giving shoppers another reason to pick up Monster Energy Lando Norris Zero Sugar.
“With only three months on shelf, we expect strong interest from Monster and Formula 1 fans looking to get their hands on the new collectable gold can. 67% of energy drinkers prefer to purchase their drinks chilled, so retailers should stock up early, give the launch strong visibility in the chiller and make the most of the excitement while it lasts.”
