Celsius & PepsiCo Reshape Energy Drink Market With New Portfolio Deal

Celsius Holdings will now lead PepsiCo’s US energy drink strategy, acquire Rockstar Energy in the US and Canada and expand Alani Nu through PepsiCo’s distribution network

Celsius Holdings and PepsiCo are doubling down on their strategic partnership in a move that reshapes the energy drink landscape. Under the new agreement:

• Celsius will acquire the Rockstar Energy brand in the US and Canada from PepsiCo, rounding out its total energy portfolio.
• Alani Nu, Celsius’ female-focused wellness brand, will shift into PepsiCo’s distribution system across North America, unlocking new channels including foodservice.
• Celsius becomes PepsiCo’s strategic energy lead in the US, managing Celsius, Alani Nu and Rockstar, while PepsiCo will handle national distribution.

PepsiCo also acquired $585M in Celsius convertible preferred stock, increasing its ownership stake and adding a new board seat — moves that further align the two companies’ long-term goals. Celsius CEO John Fieldly called the agreement a “pivotal milestone” for the brand’s expansion and innovation strategy.

As the energy category heats up, this partnership gives Celsius Holdings a unified platform to serve more consumers and scale efficiently.