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Monster Energy: Unleash The Beast.

Monster Energy, the number one energy drink in the US (that’s right – bigger than Red Bull) and the fastest growing energy drink in the world launches in the UAE.

September 24, 2010 2:50 by

Monster Energy, the number one energy drink in the US is launching in retail stores and outlets in the UAE in September, 2010.

Monster has dedicated Monster Ambassador Teamsaround the globe that give away millions of cans per year, driving over 50 Monster trucks for maximum market infiltration. The UAE has its own branded Monster truckand MAT team that will be traveling around the UAE, ensuring that everyone will get the opportunity to try Monster and experience the fantastic taste that has made it so popular across the globe.

Monster Energy has taken on a different approach to its competitors by using pro-athlete ambassadors at the forefront of its marketing campaigns. Key individuals included in these endorsements as part of the Monster phenomenon areFormula One Driver Michael Schumacher and MotoGP World ChampionValentino Rossi.

Launched in 2002 in the US, Monster Energy has had massive growth over the past 5 years and is now the number 1 energy drink in key retail channels, beating Red Bull, and has since powered into the European and Australian markets. The now internationally recognised Monster Energy brand is moving into the Middle Eaststarting in the UAE, where the market is estimated at over 2 million cans sold annually.

As part of the brand’s plans for the region, Monster Energy will be heavily involved in various action sports, music and entertainment events where its customers can identify with the brand on-ground, making it the ultimate energy brand for everyone.

“Launching Monster in the UAE is an extremely exciting venture for African + Eastern. This isn’t just another energy drink – which has been proven by the figures ofMonster’s growth in the US and Europe – and we feel very confident that the brand will do well in such a dynamic market as the UAE. This is a quality product at a great price with a brand that the market truly identifies with. Monster Energy is in a prime position to make a big impact on the energy drink market here and we are happy to Unleash the Beast in the UAE!”

Damon Tudor –General Manager, African + Eastern

What is Monster?

Monster Energy drink is distributed by African + Eastern in the UAE.It is sold in a 500ml can with a unique blend of Ginseng to deliver a taste that has proven extremely popular with energy drink consumers. The big can holds twice the energy of regular energy drinks at a great price. It is also sold in a 250ml at selected on-trade outlets.

It comes in 3 varieties: Monster Energy Original with twice the energy and a great smooth taste; Monster Energy Lo-Carb is the same great product with a low calorie formula; and Monster Energy Khaos, an orange juice blend which is unique to the energy drink category.

What is African + Eastern?

African + Eastern has been bringing many of the world’s most renowned beverage brands to the Middle East for over 37 years. Headquartered in Dubai, with offices, sales and marketing teams, distribution centres in Dubai, Abu Dhabi, Fujairah and Ras Al Khaimah, African + Eastern is renowned by the trade for its broad product portfolio, customer service and its professional and passionate staff.

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