Celsius Holdings expands its market presence by acquiring Rockstar Energy Drink from PepsiCo and enhancing its distribution partnership with the company.

Target Information

Celsius Holdings, Inc., based in Boca Raton, Florida, is a rapidly growing player in the energy drink market. The company recently announced an expansion of its distribution partnership with PepsiCo alongside the acquisition of PepsiCo's Rockstar Energy Drink brand, which aims to enhance its market presence significantly. The acquisition aligns with Celsius’ strategy to cater to a health-conscious consumer base seeking alternatives to traditional sugary energy drinks.

In April, Celsius made a pivotal move by acquiring Alani Nutrition LLC, the maker of the better-for-you energy drink brand Alani Nu, for $1.8 billion. This acquisition has amplified Celsius' ability to grow within the health-oriented energy drink segment, particularly appealing to female consumers with unique flavor offerings like the Halloween-themed Witches Brew.

Industry Overview

The global energy drink market is witnessing robust growth, with forecasts estimating it will reach approximately $104 billion by the end of the decade, up from around $78 billion in 2025. ResearchandMarkets projects a commendable compound annual growth rate (CAG