Scottish Grocer & Convenience Retailer

Sports and energy drinks

High-octane promotion

RACING fans are being given the chance to ride along with Formula 1 world champion Lewis Hamilton as part of a new promotion for Monster Energy.

Pole position: Monster takes advantage of its commercial partnership with Formula 1 world champions Mercedes-Benz for its latest consumer competition.

Launched this month, the ride along competition will run for three months, after which winners will be invited to the historic Brooklands race track in Surrey.

Support for the campaign will include a range of point of sale materials highlighting the competition.

Simon Harrison, GB operational marketing director at CCEP, the firm behind Monster, said it has “worked hard to align Monster Energy with the interests of a wider yet targeted adult consumer, and the offer of this genuine money-can’t-buy prize is designed to underline our status as the energy drink of choice among the motorsport audience.

“This promotion marks the continuation of our relationship with one of the best known and most successful teams in motorsport as well as working alongside the great Lewis Hamilton,” he said.

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