Coca-Cola Amatil (CCA) has secured a long-term, multi-million distribution contract for Monster Energy drinks in both Australia and New Zealand. Monster Energy is one of the fastest growing beverage brands worldwide and has agreed to a deal that could last for up to 20 years.

The announcement follows news in June 2015 that Monster Beverage Corporation had secured a partnership with The Coca-Cola Company (TCCC) to take ownership of all TCCC Energy brands, including Mother in Australia.

The new agreement between CCA and Monster Energy Company – a subsidiary of Monster Beverage Corporation – in Australia will take effect from 1 May, 2016.

“The energy market is estimated to be worth more than $1.2 billion in Retail Sales Value in Australia and this new partnership will help us grow our share of that important market,” CCA Managing Director Australian Beverages, Barry O’Connell said.

O’Connell added, “The agreement with Monster is significant for CCA because Monster Energy Corporation is a global leader in the energy category and importantly, they are specialists in this category. Energy is all they do.”

“This expertise, combined with our distribution footprint, world class sales team and best in class in-market execution sets us up well for the future.”

Monster Beverage Company has agreed in addition to increase its marketing investment across Australia to help leverage growth from the partnership.