Coca-Cola Beverages Botswana relaunches Monster Energy
Monster returns to Botswana with new flavours, a nationwide rollout plan, and a high-energy consumer giveaway campaign.
BOTSWANA – Coca-Cola Beverages Botswana (CCBB) has officially reintroduced Monster Energy to the Botswana market after a one-year pause, unveiling an energised rollout that includes new flavours, consumer promotions, and nationwide availability plans.
The comeback marks a strategic move to strengthen the brand’s footprint in the fast-growing African energy drinks segment.
The relaunch event, held at Fairground Holdings in Gaborone, showcased Monster’s signature high-energy image with car-spinning stunts, dance performances, interactive games, and a branded photo booth.
The brand’s return features two new additions: Monster Zero and Aussie Lemonade—alongside the affordable Predator energy drink, broadening options for consumers across the country.
Moabi Pusumane, Commercial Director at CCBB, announced an incentive campaign designed to drive excitement and participation among consumers.
“From November to December 2025, every time you buy any two Monster Energy drinks, you’ll be automatically entered into a draw to win a brand-new Suzuki Jimny,” he said, noting that more promotions are planned for 2026.
Flora Jika, General Manager of CCBB, emphasised the company’s commitment to market reach and accessibility. “We aim to bring Monster and Predator to every corner of Botswana – whether you’re in a city, town or village, you’ll be able to grab your favourite flavour,” she said.
The relaunch arrives amid rising demand for energy beverages across Africa, supported by a young consumer base, rapid urbanisation, and intensified brand activation campaigns.
According to data from Mordor Intelligence, the continent’s energy drinks market is valued at an estimated US$3.65 billion in 2025 and is projected to expand to US$5.93 billion by 2030, representing a compound annual growth rate of 10.16% over the forecast period.
In addition to the Botswana rollout, Monster Energy recently expanded its global flavour portfolio with the introduction of Monster Energy Electric Blue and Monster Energy Orange Dreamsicle. The flavours offer full sugar profiles and are positioned to deliver both nostalgia and innovation, supported by Monster’s established energy blend.
Dan McHugh, Global Chief Marketing Officer for Monster Energy, stated that the new line aims to provide bold and indulgent options without compromise on flavour or energy delivery.
The combined launch strategy, extensive promotions, and broader product portfolio signal Monster Energy’s ambition to reinforce its competitive presence in Africa’s rapidly evolving beverage market.
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