The online campaign allows independent retailers to make the most of the opportunity to sell energy drinks and provide prizes, while providing the latest trends and details on key segments within energy drinks. The initiative, in its fourth year, also includes be tips and advice around ranging and execution in-store from a selection of leading independent convenience retailers.

The reboot of Sales Supercharged includes a new Monster giveaway on SalesSupercharged.co.uk, which is currently live for retailers to take advantage of.

With energy drinks now worth more than £1.1bn in the Britain’s convenience store sector alone, the partnership has been labelled a “big opportunity” for retailers to get involved in.

New Supercharged retailers for 2024 include , father-and-son duo Bay and Ellis Bashir, who own five convenience stores in Middlesborough. They join Jack Matthews, of Bradley’s Supermarket in Leicestershire, Amrit Singh, of H & Jodie’s in Walsall, and Natalie Lightfoot, who owns a compact store in Baillieston, Glasgow.

The listed retailers feature on an advice video on SalesSupercharged.co.uk, to explain how to get the most out of the energy drinks segment.

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Helen Kerr, associate director of portfolio development at Coca-Cola Europacific Partners GB, said: “More than half of energy drinks are sold through the convenience channel in GB and this only continues to grow, making it a big opportunity for convenience retailers across the country.

“With this in mind we continue to invest in our Sales Supercharged support initiative, collaborating with leading convenience retailers to help the wider retailing community to take full advantage of the energy drinks sales opportunity. For store owners who want to make their energy fixture work harder, I’d recommend visiting SalesSupercharged.co.uk and keep an eye out for the campaign within the trade press over the coming months.”

Bay Bashir said: “Energy drinks are so important to our overall soft drinks sales, so Ellis and I were delighted to work on this project with Monster and CCEP to inspire other retailers to get the most from their energy range and drive their sales.

“It’s great to see suppliers investing in initiatives that are solely focused on the convenience channel so I’d urge retailers to use the advice and tools on SalesSupercharged.co.uk to reap the full benefit. And don’t forget to enter the prize draw for a chance to win a day at PalmerSport, I’ve been and its ace!”

The campaign is also providing one retailer the chance to win two vouchers for a fully paid motorsport driving experience with PalmerSport at the Bedford Autodrome through the site, with those interested required enter by 31 July.

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