Celsius Holdings Builds Out its Multi-Brand Strategy for Growth in Energy Drink Category

Celsius Holdings offered a deeper look into its rapid growth in 2025 as well as how its distribution partnership with PepsiCo truly help drive growth for the company during its Consumer Analyst Group of New York (CAGNY) presentation.

John Fieldly, chairman and CEO, discussed how the company operates in a rapidly growing category and holds a leading total energy portfolio about 20% market share of the 2025 energy drink market. The company reported $5.2 billion in annual U.S. retail sales, with long-term growth opportunities as occasions for energy product consumption are growing.

“Everyday energy” is becoming the norm, and Celsius is hitting its stride at just the right time. Last year continued to help Celsius evolve from a single brand to a scaled brand platform, through the acquisition of Alani Nu and Rockstar Energy.

The energy category is changing. It had traditionally been a narrow, transactional category — an impulse buy, with sugar-laden products meant to be utilitarian for consumers. Today, however, energy products are a part of daily routines, with zero sugar and other lifestyle wellness attributes — and consumers want experience and unique, high-quality flavors as well. Celsius takes advantage of the growth in energy as well as zero-sugar, particularly in the energy category, Fieldly said, with it accounting for 33% of zero sugar growth in the energy category.

Energy is becoming more embedded in our daily routines and our lifestyle. Male consumers remain the foundation of the energy category, consuming it later in the day and more on impulse. Female consumption is growing, as they drink it as part of a routine earlier in the day. That trend reflects the fundamental shift going on overall, with energy becoming more embedded in daily routines and lifestyles. 32% of consumers say they’re drinking energy drinks on more occasions — 33% as a social drink, 37% consume energy drinks with a meal.

The enhanced PepsiCo partnership “has evolved into a true growth engine” for the company, Fieldly said. Celsius leads the brand and portfolio strategy, while PepsiCo drives scale and execution. It provides deeper distribution reach and strategic control, and it gives Celsius better availability and access, as well as expanded assortment. Furthermore, the partnership opens opportunities in new channels and shelf space. The data presented by Celsius shows it expects 17% year-over-year growth in shelf space allocation for Celsius in 2026 and 102% for Alani Nu. Fieldly says that the convenience channel remains one of the biggest whitespace opportunities for the portfolio.

Kyle Watson, chief brand officer, then stepped to the podium, telling the audience that for Celsius Holdings, it’s about repeat consumption and building brand loyalty. She noted that 52% of repeat consumers of Celsius purchase it 5x or more — up 7% v Q4 in 2024. This was happening, she said, despite energy being a high switching category.

Celsius, Celsius Vibe and Essentials account for a 10.6% share of ready-to-drink energy. Alani Nu pulls 7.2% share, and Rockstar holds 2.2% share. The three brands function together with similar strategic approach, but targeted and focused on three distinct areas.

New-to-category consumers are driving the next phase of growth. Watson noted that women ages 18-24 are twice as likely to purchase energy drinks multiple times per week than any other age group, and Hispanic consumers are also a category growth driver.

Consumers are looking for flavor, energy, better-for-you ingredients and functional benefits, which Celsius prides itself upon providing. Celsius’ Vibe line attempts to meet the desire for more expression and energy for consumers as well.

Celsius is the anchor of the portfolio sought out by males and females alike. It is a brand centered on focus, workouts and lifestyle, fitness and daily routines. Celsius is built for workouts, daily movement and lifestyles. And that it meets demands for flavor helps drive repeat purchase, going beyond simply being a functional drink.

Alani Nu has a strong, authentic connection with female consumers. It is a lifestyle brand as well, focused on social occasions, daily use and a treat mindset as well. Alani Nu boasts a 70% female consumer audience.

Rockstar, meanwhile, is a male-centric (71% of consumers are male) next-gen energy solution focused on core energy consumption. Distinct consumer and occasions met by this brand revolve around sports, music, gaming and high-performance lifestyles.

Eric Hanson, president and COO, simplified the go-forward strategy succinctly as: More people, more places and more often. He noted that the company is now executing in a more disciplined and deliberate way. Commercial strategy is now fully integrated, and it is building stronger capabilities at the buyers’ desk to elevate execution. Furthermore, they’re building structure to scale the business for the future as well. Celsius can create more value for itself by making its big brands into mega brands — multi-occasion relevance, system-enabled execution and strong, profitable growth are the keys to that advancement, Hanson said.

The growth playbook in 2026 will start with authentic, brand-first marketing, insights-led innovation that adapts, excellence in execution at retail, leading with the highest-performing SKUs and looking at non-traditional channel growth. Celsius also is taking a methodical approach to international growth in 2026 and beyond, building out its international team, center of excellence and strategic distributor partnerships.