MEDIA RELEASE
Coca-Cola Amatil set to Monster the competition
Tuesday 19 April 2016 - Coca-Cola Amatil (CCA) has secured an up to 20 year, multi-million
dollar, distribution contract for MONSTER ENERGY drinks across Australia and New Zealand.
This 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 brands, including Mother in Australia.
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.
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 and represented a crucial step towards 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 (RSV)**
in Australia and this new partnership will help us grow our share of that important market,” Mr
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. 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 said this is an exciting time for CCA. Monster Energy is one of the fastest growing
beverage and lifestyle brands worldwide.
“Our alliance with Monster will enable us to reinvigorate the category in Australia with one of the
world’s most popular energy drinks. Together with our new partners, we can’t wait to get going.
“We are confident we will grow the category and accelerate growth for both companies in these
important markets,” Mr O’Connell said.
To assist in delivering on that promise, Monster Beverage Company will be increasing its
marketing investment across Australia, in the coming years, to more broadly engage its legion of
fans.
For further information:
CCA media contact, Andrew Hewett +61 447 121 838
** Aztec Grocery Scan 2015
ABOUT COCA-COLA AMATIL
Coca-Cola Amatil Ltd is one of the largest manufacturers and distributors of ready-to-drink beverages alcohol and
non-alcohol beverages, coffee and ready-to eat food snacks in the Asia Pacific region. Coca-Cola Amatil is also
the authorised manufacturer and distributor of The Coca-Cola Company’s beverage brands in Australia,
Indonesia, New Zealand, Fiji, Papua New Guinea and Samoa. Coca-Cola Amatil directly employs around 14,000
people and indirectly creates thousands more jobs across the supply chain, partnering with key suppliers to
manufacture, package, sell and distribute its products. With access to approximately 270,000 million consumers
through more than 700,000 active customers Coca-Cola Amatil is committed to leading through innovation and
building a sustainable future and delivering long-term value to shareholders. For more information, visit
https://www.ccamatil.com/
ABOUT MONSTER BEVERAGES CORPORATION
Based in Corona, California, Monster Beverage Corporation is a holding company and conducts no operating
business except through its consolidated subsidiaries. The Company's subsidiaries market and distribute energy
drinks including Monster Energy® energy drinks, Monster Energy Extra Strength Nitrous Technology® energy
drinks, Java Monster® non-carbonated coffee + energy drinks, M3® Monster Energy® Super Concentrate
energy drinks, Monster Rehab® non-carbonated energy drinks with electrolytes, Muscle Monster® Energy
Shakes, Übermonster® energy drinks, NOS, Full Throttle, Burn, Mother, BU, Gladiator, Samurai, Nalu, BPM,
Power Play™, Ultra and Relentless. For more information, visit www.monsterbevcorp.com