Product Launch - UK: Monster Beverage's Monster Absolutely Zero

Monster Energy is set to drive further sales and innovation in the on-trade with the launch of Monster Absolutely Zero, a calorie-free version of its flagship Monster Export variant.

Monster, already the fastest growing energy brand in the UK on-trade, is adding Monster Absolutely Zero in response to growing customer demand. The first zero calorie, sugar-free energy drink in Europe, Monster Absolutely Zero offers the original Monster Export taste and mixability.

Like Monster’s established on-trade range, the new variant is available in exclusive 250ml cans, offering operators a convenient size for long mixed drinks. 

Andrew Blakely, Monster’s on-premise account controller, said: “The diet energy drink sector is in strong growth and our latest Monster variant further expands the range of choice for pub, bar and club operators.

“Monster’s rapid growth in the UK has been driven by our programme of product innovation, enabling operators to offer energy in a wider range of mixed drinks and on more drinking occasions. The new launch is a continuation of this very successful approach.”

Monster Absolutely Zero joins the core Monster range, available in bar-friendly 250ml cans, which also includes: 

• Monster Export - the original Monster sweet and salty flavour blend with a citrus twist, a versatile mixer which goes especially well with vodka
• Monster Ripper - 50% fruit juice, 100% Monster; the blend of apple, passion fruit and pineapple mixes well with dark spirits such as bourbon and rum

Monster Energy has been cited as the success story of the UK on-trade energy drinks market, following a 144% uplift in volume sales last year (CGA, December 2011). It now has a 32% volume share – an impressive record for a brand that only launched in the UK on-trade in 2009.

Original source: Company Release