Monster Energy And Lewis Hamilton Present '44'

Three-time F1 World Champion Lewis Hamilton’s signature Monster Energy drink is unveiled, as ‘44’ hits shelves across Europe.

In a world where milliseconds count, only the very best make the grade, which is why Monster Energy is proud to have joined forces with Lewis to present their latest product innovation: the “Lewis Hamilton signature” energy drink.

Named after Lewis’ race number with which he began his racing career, has won multiple championships, and currently races within Formula One; ‘44’ goes on sale in markets across Europe this summer.

Created to power Lewis through his punishing daily schedule, as well as fuel his lust for living in the fast-lane; ‘44’ blends a light, crisp, and refreshing taste with a tank-load of the legendary Monster Energy blend.

Packaged in a custom-designed can – which incorporates elements from Lewis’ race helmet as well as his three championship stars; ‘44’ has been a true joint collaboration at every stage.

Lewis explains: “We talked through the flavours I was into and Monster interpreted this perfectly first shot. This was the first blend I tasted. I loved it immediately,”

“Candy Red is a color that is present in every aspect of my life. It’s a great bold color, and the design is inspired by the stripes on my race helmet. I have been connected with Monster for five years now, and I’ve always wanted my own drink. So for me it is a dream come true. I’m really excited to have worked through every detail of the product from scratch, and finally see ’44’ hit the shelves.”

Vice President of Monster Brands Europe, Jimmy Goodrich added “Lewis’ talent as an athlete, racing driver and social influencer is undeniable. The energy and passion he has for everything he does is emblematic of the passion we have for innovation. We are very excited to further our global partnership with him with the release of ‘44’. Working with Lewis to develop this new product has been an incredibly positive experience. I’m certain we have a drink that will see as much success across our European markets as Lewis achieves on and off the track."