UK | Coca-Cola Europacific Partners has brought the excitement of Lando Norris’ 2025 championship-winning season to chillers with the launch of a limited-edition Monster Energy Lando Norris Zero Sugar gold can.
The new campaign marked Lando Norris’ first Formula 1 World Championship title and built on the success of Monster Energy Lando Norris Zero Sugar, which has already generated GBP 17.4m in sales since launching last year, giving retailers another opportunity to drive sales during the summer racing season.
Monster is now worth over GBP 880 million and has delivered more value and volume growth in absolute terms than any other energy drink brand in the region, with its innovation responsible for more than half of energy drinks' innovation sales in the last year.
Championship-inspired design
Rolling into stores from the end of June, the limited-edition can features a bold metallic gold design inspired by Lando Norris’ championship-winning season, delivering maximum stand-out on shelf and strong appeal for Monster and Formula 1 fans alike.
Launching ahead of this year’s Formula 1 British Grand Prix at Silverstone, the release is perfectly timed to help retailers capitalise on peak fan excitement and drive impulse purchases through a highly collectable, short-term offering.
The new gold can is expected to generate strong demand among Monster fans and Formula 1 followers looking to get their hands on the limited-edition can while stocks last.
Limited-edition innovation continued to play a key role in driving shopper excitement and impulse purchases in energy, particularly amongst younger adult shoppers seeking new formats, flavours and collectable releases.
Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, said that 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 percent 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.”
More beverage news here
