- Monster Energy launches limited-edition Monster Energy Lando Norris Zero Sugar gold can
- Collectable can celebrates Lando Norris’ first Formula 1 World Championship title
- Launch builds on growing demand for low-calorie energy, now worth £631m in GB[1]
Coca-Cola Europacific Partners (CCEP) is bringing the excitement of Lando Norris’ 2025 championship-winning season to chillers nationwide with the launch of a limited-edition Monster Energy Lando Norris Zero Sugar gold can.
The new can design marks Lando Norris’ first Formula 1 World Championship title and builds on the success of Monster Energy Lando Norris Zero Sugar, which has already generated £17.4m in sales since launching last year[2], giving retailers another opportunity to drive sales during the summer racing season.
Monster is now worth over £880 million[3] and is delivering more value and volume growth in absolute terms than any other energy drink brand in GB[4], with its innovation responsible for more than half of energy drinks’ innovation sales in the last year[5].
Championship-inspired design
Rolling into stores nationwide from the end of June, the limited-edition can features a bold metallic gold design inspired by Lando Norris’ championship-winning season, delivering maximum stand-out on shelf and strong appeal for Monster and Formula 1 fans alike.
Launching ahead of this year’s Formula 1 British Grand Prix at Silverstone, the release is perfectly timed to help retailers capitalise on peak fan excitement and drive impulse purchases through a highly collectable, short-term offering.
The new gold can is expected to generate strong demand among Monster fans and Formula 1 followers looking to get their hands on the limited-edition can while stocks last. Limited-edition innovation continues to play a key role in driving shopper excitement and impulse purchases within energy, particularly amongst younger adult shoppers looking for new formats, flavours and collectable releases[6].
Driving excitement in energy
Energy drinks are worth more than £2.5bn to retailers in GB[7] retail, with low-calorie energy now worth more than £631m in GB[8]. Monster continues to lead the low-calorie segment through a 55% share[9], helping retailers tap into growing demand for zero sugar energy options.
The launch will be backed by eye-catching POS materials and digital assets available through My.CCEP.com, helping retailers create standout displays and maximise visibility during the campaign period.
Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, said: “Monster Energy has always been closely connected to the culture and attitude of motorsport. This limited-edition gold can is a brilliant way to bring that excitement into the chiller, helping retailers tap into the momentum behind Lando Norris and Formula 1 while giving shoppers another reason to pick up Monster Energy Lando Norris Zero Sugar.
“With only three months on shelf, we expect strong interest from Monster and Formula 1 fans looking to get their hands on the new collectable gold can. 67% of energy drinkers prefer to purchase their drinks chilled[10], so retailers should stock up early, give the launch strong visibility in the chiller and make the most of the excitement while it lasts.”
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