Monster Energy has unveiled a new flavor that is inspired by the energy, mystery and magic of New Orleans Voodoo. Juice Monster Voodoo Grape blends natural fruit juice with Monster’s energy blend, bringing a smooth, sweet, purple punch that delivers flavor and energy in every sip, the brand says.

The beverage is wrapped in artwork inspired by New Orleans’ Voodoo culture, celebrating the vibrant and mystical spirit of the Big Easy. Residents of this cultural hotspot will be the first in the world to taste the new flavor, with New Orleans stores receiving first shipments more than a month ahead of anywhere else, the company says.

Voodoo Grape launches in New Orleans today in honor of the official start of Carnival season ahead of Mardi Gras. Dan McHugh, Monster Energy’s global chief marketing officer, shared that this new offering was created for fans who crave big, adventurous taste and grew up loving classic grape drinks, but now want something with more edge and attitude.

“Grape is a flavor people are rediscovering, and it’s making a huge comeback,” McHugh said in a statement. “Juice Monster Voodoo Grape leans into that nostalgia but elevates it with natural juice, smooth energy and a taste that keeps you coming back. It’s fun, it’s flavorful and it’s unmistakably Monster.”

Voodoo Grape joins the Juice Monster lineup alongside offerings such as Mango Loco and Bad Apple. It is available in convenience stores throughout New Orleans, including Kwik Trip and Wawa. Voodoo Grape will be available across the country starting Feb. 9.