Hansen and Coca-Cola reach Monster agreement
October 06, 2008
by FoodBusinessNews.net Staff
CORONA, CALIF. — Hansen Natural Corp., The Coca-Cola Co. and Coca-Cola Enterprises, Inc. have completed agreements for the distribution of Monster Energy drinks in Canada, parts of Western Europe, and some areas of the United States.
"We are pleased to be partnering with the world’s leading beverage system to expand the retail presence and penetration of our Monster Energy drinks," said Rodney Sacks, chairman and chief executive officer of Hansen. "We believe the relationship with The Coca-Cola Co. and Coca-Cola Enterprises will enable us to build on the success of our Monster Energy brand in North America and expand into fertile new international markets."
The agreement is meant to complement Hansen’s existing agreement with Anheuser-Busch.
"In the United States, the relationship will complement our existing long-term arrangements with Anheuser-Busch distributors, which have been and we expect will continue to be very important to Hansen," Mr. Sacks said. "We believe that the combination of these two leading distribution systems will provide us with an unrivaled distribution network in North America."
In November, the agreements for the United States and parts of Western Europe will begin, and the agreement will take effect in early 2009 in Canada.