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CORONA, Calif. -- Hansen Natural Corp. and The Coca-Cola Co. completed agreements to distribute Hansen’s Monster Energy line in six Western European countries, Canada and select regions of the U.S., Hansen stated.
"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," Rodney Sacks, chairman and chief executive officer of Hansen, said in a statement. "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 move will complement Hansen’s existing distribution relationship with brewer Anheuser-Busch Inc. (A-B), and will not affect the companies’ agreement for on-premise distribution nationwide, the company stated.
The new agreement will take effect November 2008 in the U.S. and parts of Western Europe, and early 2009 in Canada. As part of the agreement, Hansen has the right to negotiate distribution agreements with additional Coca-Cola bottlers to service territories not covered by the initial agreement, according to the company.
Under the agreements, a "significant portion" of Monster Energy’s current North American direct-store delivery (DSD) volume will be serviced by Coca-Cola bottlers, primarily Coca-Cola Enterprises, the company stated.