UK | Coca-Cola Europacific Partners (CCEP) and the Monster Energy Co. have expanded their Sales Supercharged support initiative with a new dedicated on-premise section.
Live now, the online platform provides practical advice around ranging and execution in venues, alongside inspiration for serving Monster in different ways, from simple chilled and perfect serves to cocktails and mocktails. This will help pubs, bars and other licensed operators make the most of the growing energy drinks sales opportunity.
Energy drinks are now worth GP 2.5bn in GB, while Monster is growing 19.4 percent in value and is responsible for 53 percent of total energy category growth over the last year.
Patrick Humphries, Associate Director On-Premise at Coca-Cola Europacific Partners GB, highlighted that energy drinks have continued to deliver significant growth, and that pubs, bars and other licensed venues have a clear opportunity to make more of the category.
“Sales Supercharged has already proven a valuable resource for independent retailers, providing practical, easy-to-action advice that helps them get more from their energy drinks range. We’re now building on that success by bringing the same level of tailored support to on-premise operators,” said Humphries.
“The new section is designed to help venues make Monster work harder behind the bar, with advice on ranging and visibility alongside simple serve inspiration. Combined with Matt’s first-hand experience of the licensed channel, it gives operators practical ideas they can apply in their own venues to help drive sales.”
The opportunity in venues is clear, with 54 percent of consumers saying they would be interested in having energy drinks when they’re out in venues, and 68 percent saying they would be more likely to choose one if it was clearly available or offered in venues.
For operators, that puts visibility, availability and the right serve firmly at the heart of the sales opportunity.
The new on-premise hub will showcase a recommended range including Monster Original, Monster Juiced Mango Loco, Monster Juiced Pineapple Punch and Monster Ultra White. It will also provide serve inspiration, including Spiked Totally Loco, Pornstar Punch and Ultra Collins, alongside alcohol-free mocktail recipes.
The platform has also introduced Matt Cutrupi as Monster’s on-premise ambassador, sharing practical, first-hand advice with operators on how to maximise Monster sales behind the bar.
Drawing on his experience in the licensed channel, Cutrupi will share tips on ranging, visibility, and execution, as well as how different Monster flavours and serves can broaden choice and create new sales opportunities.
Matt Cutrupi, owner of The BunkHouse in Cardiff and a Monster Sales Supercharged on-premise ambassador, saw a big opportunity for venues to do more with Monster. He said the range gives operators lots of versatility behind the bar, whether that’s a simple chilled serve or using different flavours to create cocktails and alcohol-free options.
“The key is making Monster visible, offering the right choice and keeping serves simple for bar teams to execute. Small changes can make a real difference to how customers engage with the range,” he said.
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