Coca-Cola Amatil signs pact with Monster
The new contract between Coca-Cola Amatil and Monster Energy Company, a subsidiary of Monster Beverage Corporation, takes effect in Australia from 1 May 2016 and may cover up to 20 years.
Coca-Cola Amatil Managing Director Australian Beverages, Barry O’Connell, said the new partnership would add a wealth of premium energy brands and innovation to the CCA nonalcohol beverages portfolio. O’Connell said the link meant a crucial step in leading 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,” O’Connell said.
“The agreement with Monster is significant for CCA because Monster Energy Corporation is a global leader in the energy category and importantly, they are specialists in this category. 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.”
O’Connell said their alliance with Monster will enable them to reinvigorate the category in Australia with one of the world’s most popular energy drinks.
Monster Beverage Corporation has earlier announced a long-term strategic partnership with The Coca-Cola Company (TCCC) in June 2015 to take ownership of all TCCC Energy brands, including Mother in Australia.