Coca Cola Enterprises (CCE) has entered into new competition with Red Bull for dominance of the energy drinks market after taking over responsibility for a second brand competing in the category.
CCE has signed a deal to distribute Monster, placing a brand that is the number one in America alongside the Coke producer's own Relentless.
Monster entered the UK market last summer, rolled out by a team headed by former Red Bull marketing manager Alan Clark. Clark and his colleagues will continue to handle marketing Monster in the UK, while CCE takes on the business of securing listings.
CCE has suggested that Monster and Relentless will create new ways for energy drinks to be consumed in the pub. While Monster is a conventional energy drink aimed generally at drinkers out on 'high tempo' occasions, the focus on Relentless will be on two brand extensions expanding the use of energy drinks as mixers.
Relentless Origin and Relentless Juiced Tropical, launched in February, are designed to be mixed with a range of spirits, other than energy drinks' typical serve with vodka. Relentless Juiced Tropical is made with 50 per cent juice.
CCE licensed trading director Andy Slee said: "The energy market, if you take all parts of the market, is buoyant. Volume and value are up. But, if you look at the on-premise market, the volume and value are both down. One of the reasons, we strongly believe, for the buoyancy of the market is a proliferation of choice.
"The difference in the on-trade market is that the competition to the number one typically haven't been big branded drinks - they're Red Rooster, Red Robin, basically cheap me too's. The play we're making is for recognised brands that perform distinct roles."