Advertorial: Monster success

Already a huge hit in the US, Monster Juiced Viking Berry has arrived in the UK. Wholesale News caught up with Rob Yeomans, Coca-Cola Europacific Partners GB Vice President Commercial Development, as he explains why this is Monster’s most daring launch yet

Monster continues to lead the way in energy drinks innovation. In fact, more than half of all energy drinks innovation sales over the past year have come from Monster’s new product development. This has helped to drive more than £140m of value growth for the brand [1].

Now worth more than £846m in GB [1], Monster is delivering greater value and volume growth than any other energy drink brand [1] and our latest launch, Monster Juiced Viking Berry, looks set to follow suit.

Inspired by wild Nordic berries and Scandinavian fruit, Monster Juiced Viking Berry is one of our most daring launches yet. Combining the powerful Monster Energy blend with real fruit juices and exotic flavours, Monster Juiced Viking Berry offers a completely new taste experience in a distinctive purple berry liquid.

And with its bold, eye-catching design featuring Viking warriors against a Scandinavian backdrop, its cans boast the iconic Monster claw front and centre, guaranteed to deliver shelf standout appeal.

Monster’s latest NPD forms part of a strong innovation pipeline, following a host of successful 2025 launches such as Monster Ultra Fantasy Ruby Red, Monster Juiced Rio Punch and Monster Lando Norris Zero Sugar.

BERRY FLAVOUR

Shoppers can’t get enough of our flavour-packed Monster Juiced range. And for good reason as it has a strong track record for best-in-class innovation, with every new flavour launch since 2018 either ranking as the number one or number two category NPD in its launch year [2].

For 2026, berry flavours are one of the fastest-growing segments in beverages, up 20% year on year [1], while flavoured energy continues to be a key driver of the category, now worth £1.2bn in GB and growing by 20.1% [2].

Monster Juiced Viking Berry builds on these trends and supports our strategy of broadening energy’s appeal through exciting flavour variety, making the category more relevant for more occasions, particularly alongside food.

There is no doubt that Monster Juiced Viking Berry has already proved its credentials in the US, where it is absolutely flying and has become Monster’s third bestselling Juiced flavour [3]. It is this performance that gives us strong confidence that it will deliver similar success over here.

ROLE OF WHOLESALE

Wholesalers can play a key role by driving strong distribution and visibility in depot across both formats. Viking Berry’s bold Nordic-inspired story and striking design make it one of our most distinctive launches to date, and we’re excited to see wholesalers get behind it and really bring the Monster attitude and culture to life in depot.

(Sources: [1] Nielsen GB , Grocery, L52wks to 04.10.25; [2] Nielsen GB, Total Coverage, L52wks to 27.12.25; [3] Nielsen Total US xAOC + Conv | Latest 52 Weeks – ending 12.27.25 | Total Drink Energy [TDE])

CCEP Energy drinks Monster Rob Yeomans