Coca-Cola Europacific Partners (CCEP) is launching a limited-edition Monster Energy Lando Norris Zero Sugar gold can, tying into the driver’s 2025 Formula 1 World Championship win.
Rolling into stores from the end of June, the limited-edition can features a metallic gold design and launches ahead of the Formula 1 British Grand Prix at Silverstone (Sunday 5 July 2026) to help retailers capitalise on increased shopper interest and impulse purchases.
CCEP said the short-term release is expected to drive demand among both Monster and Formula 1 fans, with limited-edition lines continuing to boost excitement and impulse purchasing in the category.
The launch will be supported by POS materials and digital assets via My.CCEP.com to help retailers drive visibility in store.
The can builds on the performance of the existing variant, which has generated £17.4m in sales since launching last year, giving retailers a seasonal opportunity to drive energy drink sales.
Energy drinks are worth more than £2.5bn in GB retail, with low-calorie options now exceeding £631m. Monster holds a 55% share of the low-calorie segment.
Monster is now worth more than £880m and is delivering more value and volume growth than any other energy drink brand in GB, with its innovations accounting for more than half of all energy drinks innovation sales in the past year.
