Celsius targets 20% US share after Alani, Rockstar integration

Celsius Holdings now sells one in five energy drinks as it integrates Alani and Rockstar into a three-brand platform targeting 20% US market share.

"We are a multi-brand modern energy platform," Chairman and CEO John Fieldly said at an investor conference. Fieldly said Celsius targets fitness and health consumers, Alani focuses on a health-and-beauty audience with a stronger female base, and Rockstar serves traditional energy drink users.

The company secured more than $50 million in cost savings from the Alani integration, which CFO Jarrod Langhans said was completed in March ahead of an aggressive 12-month plan. Alani has expanded to more than 90% ACV and holds "almost a 10 share" in the US, Fieldly said, adding that dollar velocity grew from January to April even as distribution broadened. Rockstar's integration is on a shorter timeline and expected to be completed this month.

The repositioning comes as CELH stock trades near a 52-week low of $31.80, down more than 31% in 2026. Management expects the core Celsius brand to return to growth by year-end after most retail resets finish by June or July. Fieldly acknowledged the company was "a little bit light" on Celsius innovation this year because of the complexity of integrating Alani and Rockstar, with a return to strategic innovation planned for 2027.

Fieldly said the SKU rationalization reflects Celsius' history before its PepsiCo partnership, when the brand operated through more than 300 distributors with retailer-specific products. The company is keeping higher-velocity items and expanding limited flavors including Cherry Cola and Sparkling Grape Rush to broader distribution.

Langhans said the company sees a path back to gross margins in the low 50% range, though commodity inflation and supply chain pressures may delay progress. Celsius has a plant in Charlotte with one line operating and a second expected in the third quarter, with fuller benefits in 2027. The company is also evaluating additional vertical integration and direct procurement opportunities.

Internationally, Fieldly highlighted early momentum in France, where Celsius grew from roughly a 2 share to more than a 5 share with ACV at about 66%. The company is evaluating Alani's international launch for 2027 in a few markets, taking a methodical approach focused on profitability.

The company also faces regulatory risk. Texas Attorney General Ken Paxton has launched an investigation into whether Celsius and Alani Nu marketed to minors in violation of the Texas Deceptive Trade Practices Act, following the death of a 17-year-old who allegedly consumed excessive caffeine. Each 12-ounce can of Alani Nu contains 200 milligrams of caffeine.

The portfolio transition positions Celsius to compete across the full energy drink category, but execution risks remain. Investors will watch for signs of stabilization in the coming months and a return to growth by the fourth quarter.

This article is for informational purposes only and does not constitute investment advice.