A new distribution contract between Coca-Cola Amatil and Monster Energy Company, a subsidiary of Monster Beverage Corporation, takes effect in Australia from May 1.
The multimillion-dollar contract follows the announcement of Monster Beverage Corporation’s long-term strategic partnership with The Coca-Cola Company (TCCC) in June 2015 to take ownership of all TCCC energy-drink brands, including Mother in Australia.
Coca-Cola Amatil (CCA) Managing Director Australian Beverages Barry O’Connell said the new partnership would add a wealth of premium energy brands and innovation to the CCA non-alcohol beverages portfolio and represented a crucial step towards CCA becoming a market leader in the growing energy category in Australia.
“The energy market is estimated to be worth more than $1.2 billion in retail sales value in Australia and this new partnership will help us grow our share of that important market,” he said.
“The agreement with Monster is significant for CCA because Monster Beverage Corporation is a global leader in the energy category and, importantly, they are specialists in this category. Energy is all they do.
“This expertise, combined with our distribution footprint, world-class sales team and best-in-class in-market execution sets us up well for the future.”
Mr O’Connell says CCA is confident it will expand the energy category and accelerate growth for both partners.
To assist in delivering on that promise, Monster Beverage Company will be increasing its marketing investment across Australia in the coming years.