Celsius Steps Into Strategic Command
Under the deal, Celsius Holdings becomes PepsiCo’s strategic energy lead in the U.S., overseeing Celsius, Alani Nu, and Rockstar Energy. PepsiCo, meanwhile, will continue spearheading Celsius distribution across the U.S. and Canada.
Celsius Chair and CEO John Fieldly said the strengthened partnership would fuel innovation and broaden reach:
“With a proven functional beverage portfolio and stronger long-term ties with PepsiCo, Celsius is positioned to deliver sharper execution and sustained brand growth. Together, we’ll reach more people, in more places, more often.”
The Legal Powerhouses Behind the Deal
The high-stakes transaction brought together a lineup of elite legal advisers:
-
PepsiCo: Cravath Swaine & Moore LLP and McCarthy Tétrault LLP
-
Celsius Holdings: Freshfields US LLP and Greenberg Traurig PA
-
Financial Adviser to Celsius: UBS Investment Bank, represented by Latham & Watkins LLP
Cravath’s team featured a star roster of partners including Claudia J. Ricciardi, Sasha Rosenthal-Larrea, and Andrew J. Pitts, while Freshfields brought in Ethan Klingsberg, Sanjay Murti, and Meghan Rissmiller to represent Celsius.
PepsiCo’s energy drink play with Celsius underscores a broader strategy: owning every corner of the consumer spectrum — from mainstream classics to fitness-focused newcomers. And in a market fueled by loyalty, caffeine, and billion-dollar bets, this latest deal may prove to be a defining jolt.
