During its 20 th anniversary year, Monster has broken records to become the number one deliverer of value growth in the entire soft drinks category [5]. Lewis has broken records for the most wins, pole positions and podium finishes in Formula One as well. This innovation brings together two cultural icons, and we’re confident it’s going to disrupt the category and drive sales.” Named after Lewis’ race number with which he began his racing career, has won multiple championships, and currently races within Formula One; ‘44’ goes on sale in markets across Europe this summer. Candy Red is a color that is present in every aspect of my life. It’s a great bold color, and the design is inspired by the stripes on my race helmet. I have been connected with Monster for five years now, and I’ve always wanted my own drink. So for me it is a dream come true. I’m really excited to have worked through every detail of the product from scratch, and finally see ’44’ hit the shelves.” During its 20thanniversary year, Monster has broken records to become the number onedeliverer of value growth in the entire soft drinks category. Lewis has broken records for the most wins, pole positions, and podium finishes in Formula One as well. This innovation brings together two cultural icons, and we’re confident it’s going to disrupt the category and drive sales.” Convenience retailers can request POS materials via My.CCEP.com from the end of September, to help bring the launch to life in-store.

The addition is Monster’s fourth piece of NPD in the UK in 2023 so far, having also released Monster Lewis Hamilton Zero Sugar, Monster Juiced Aussie Lemonade and “red berry blend flavour” Monster Ultra Rosa. Coca-Cola Europacific Partners GB (CCEP GB) has launched a Monster Energy Zero Sugar variety in collaboration with seven-time Formula 1 World Champion Lewis Hamilton. Coca-Cola Europacific Partners (CCEP) has announced the latest addition to its Monster Energy range with a new zero sugar peach flavoured variant, Monster Ultra Peachy Keen.

Monster Energy has teamed up with Formula One driver Lewis Hamilton to launch a new zero-sugar energy drink.

Created to power Lewis through his punishing daily schedule, as well as fuel his lust for living in the fast-lane; ‘44’ blends a light, crisp, and refreshing taste with a tank-load of the legendary Monster Energy blend. It will sit alongside Monster Original and Monster Absolutely Zero in the brand’s core range for the UK market. Zero sugar is a key driver of category growth with Monster’s zero sugar Ultra range up 38.5% [3], and retaining the no.1 zero sugar energy brand position in GB [4].It has also applied for marks for the names Beastea and Nasty Beast with the Intellectual Property Office, under class 33 covering alcoholic beverages. Rolling out nationwide from the end of September, Monster Ultra Peachy Keen is the newest launch from the brand and follows the arrival of Monster Lewis Hamilton Zero Sugar, Monster Juiced Aussie Lemonade, Monster Ultra Rosa and most recently Monster Zero Sugar. In fact, the top three innovations in the energy drinks category so far this year are from Monster[4].

Wrapped in a bespoke design I co-created with Mad Dog Jones, this delicious formula will have you ready for anything – Lewis Hamilton. A UK launch for the brand’s alcoholic extension Monster The Beast Unleashed is yet to be confirmed by CCEP.Monster Ultra Peachy Keen boasts a crisp light peach flavour, giving consumers a delicious, refreshing energy boost with no calories and no sugar.