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PepsiCo Deepens Celsius Ties, Expands Energy Portfolio
28 Nov
Summary
- Celsius Holdings named PepsiCo's U.S. Strategic Energy Drink Captain.
- PepsiCo expanded its partnership, enhancing distribution control.
- Celsius Holdings acquired the U.S. and Canada Rockstar Energy brand.
Celsius Holdings has entered a new phase of growth, marked by a pivotal expansion of its partnership with PepsiCo. This deepened collaboration designates Celsius as PepsiCo's U.S. Strategic Energy Drink Captain, enhancing its influence over distribution and commercial strategy across various retail channels.
The strategic alliance includes an increased ownership stake by PepsiCo in Celsius Holdings and an expanded distribution network for Alani Nu, set to transition starting December 1, 2025. Furthermore, Celsius Holdings has acquired the U.S. and Canada rights to the well-known Rockstar Energy brand.
These combined efforts aim to broaden Celsius's market reach, catering to a diverse range of consumers from fitness enthusiasts to music and culture followers. This strategic move is expected to bolster Celsius's competitive standing and drive future expansion in the modern energy drink sector.
