Monster have launched a special edition ‘Lewis Hamilton’ energy drink – here’s everything you need to know
After the original Lewis Hamilton signature energy drink by Monster Energy became a success, the company decided to further their partnership with the seven-time Formula One World Champion by introducing a zero-sugar version. The energy drink industry is seeing significant growth in the zero-sugar segment. The fresh Lewis Hamilton Zero Sugar edition features a brand-new formula, offering a peach nectarine flavor with hints of “stone fruits,” and it is created using vegan ingredients.
To complement this new product, Monster Energy collaborated with the renowned digital artist Mad Dog Jones (Michah Dowbak) to design artwork that captures Lewis Hamilton’s global sporting celebrity status.
Mad Dog Jones, well-known for his non-fungible tokens (NFTs), melds cyberpunk aesthetics with nature and technology themes in his visual art. For this particular project, his creative vision resulted in a captivating design, featuring original icons, including Lewis Hamilton’s racing helmet, as well as his name, signature, and his driver number, 44. To bring this striking design to life, Monster Energy partnered with CANPACK, leveraging their strong and established relationship. Typically, Monster launches products in the US before introducing them to Europe, but in the case of this new variant dedicated to the British-born driver, it was developed in the UK for a direct introduction to European markets.
Martin Attock, the Vice-President of Commercial Development at Coca-Cola Europacific Partners GB, the company responsible for manufacturing and distributing the Monster Energy portfolio, emphasizes that Monster Energy represents more than just a beverage. It embodies a lifestyle shared by the athletes, sports teams, and their devoted fans whom the brand collaborates with. Monster Energy has achieved remarkable success, becoming the leading contributor to value growth within the entire soft drinks category. Additionally, Lewis Hamilton, who holds numerous records for the most wins and podium finishes in Formula One, exemplifies the same spirit of breaking records and pushing boundaries. This innovative partnership between the two cultural icons is expected to disrupt the market and boost sales.
Stephen McAneny, the Chief Commercial Officer at CANPACK Group, expresses his thoughts on bringing this exciting project to the market. He acknowledges Monster Energy’s track record of innovation and success in the field of new product development. McAneny believes that combining the visually striking can design of the Lewis Hamilton Zero Sugar drink with CANPACK’s capabilities is a recipe for success that will firmly establish this beverage in the minds of consumers. CANPACK is known for weaving compelling stories through its can designs, and this collaboration is yet another triumphant narrative they are proud to share. The intricate and beautiful detailing in the design underscores that a can is not merely a container but a canvas for creativity. CANPACK’s unique capabilities have played a crucial role in bringing this exceptional design to life.
Lewis Hamilton continues to be the richest driver in motorsports
Lewis Hamilton has secured lucrative endorsement deals with numerous prominent global companies besides Monster Energy, showcasing his wide-reaching appeal beyond the racing world. These partnerships include brands such as Tommy Hilfiger, Monster Energy, Puma, IWC, Sony, Bose, Bell Helmets, MV Augusta Motorcycles, Petronas, and Gran Turismo Sport. As a result of his successful career and these high-profile endorsements, Hamilton has amassed an estimated net worth of $285 million, making him one of the wealthiest and most influential athletes in the world.
Lewis Hamilton’s love for cars is no surprise, given his career in Formula 1. He boasts an impressive car collection, which includes a $1.2 million McLaren P1, two $1.6 million Ferrari LaFerraris, and a $2.7 million Mercedes-AMG Project One. However, as he has become more environmentally conscious, his daily choice of wheels is the electric Mercedes-AMG EQS, with a base price of $102,000, reflecting his commitment to sustainability. When he’s not behind the wheel, Hamilton can relax in one of his four reported properties. He owns a $43 million penthouse in New York, a $24 million mansion in London, and houses in Geneva and the racing driver’s favorite location, Monte Carlo. It’s worth noting that he used to own a £16.5 million ($22.5 million) private jet, but he sold it in 2019, further aligning with his eco-friendly mindset.
Lewis Hamilton’s interest in fashion is evident, as he is frequently seen arriving at the race track in stylish designer clothing. He has ventured into the fashion world and is now one of the faces of Valentino’s PP Pink campaign, alongside Zendaya. Beyond fashion, Hamilton is actively working on expanding his business endeavors beyond the race track. In a recent interview with Vanity Fair, he discussed his plans for diversifying his business interests. Moreover, he is making strides in Hollywood, having signed on as a producer for an upcoming Formula 1 movie for Apple TV, with none other than Brad Pitt as part of the project. This showcases his growing influence and ambition beyond the world of motorsport.
Lewis Hamilton’s business ventures continue to diversify and expand. He has become one of the prominent investors in TMRW Sports, a sports, media, and entertainment company initiated by golf legends Tiger Woods and Rory McIlroy. Additionally, his commitment to environmentally friendly initiatives is evident, as he is involved in “planet-friendly start-ups.” One notable project in this regard is the expansion of his London-based vegan restaurant, Neat Burger, to the United States, in partnership with renowned actor Leonardo DiCaprio. Furthermore, he recently made headlines by becoming a new minority owner of the NFL’s Denver Broncos, showcasing his growing influence and investments across various industries.
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