Celsius Splits Into Three Separate Business Units
The beverage company is creating standalone units for its Celsius, Alani Nu and Rockstar brands, each led by its own president reporting to CEO John Fieldly.
Updated on Nov. 5, 2026 in Business Strategy
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Celsius Holdings has created three separate business units for its Celsius, Alani Nu and Rockstar brands. Each unit will have its own president who reports to CEO John Fieldly.
Why it matters
The company says its three brands are different enough to operate as distinct entities in order to tap into growth potential. The restructuring follows a period of heavy acquisition spending and a 12% drop in Celsius brand sales in the third quarter.
Celsius recorded sales topping $2.5 billion last year, up from $53 million in 2018. The company spent $1.8 billion to purchase Alani Nu in early 2025, and Celsius brand sales fell 12% in the third quarter from the prior three months.
The players
Celsius Holdings
Celsius Holdings is a publicly traded beverage company known for its Celsius energy drinks, which now also includes the Alani Nu and Rockstar brands.
John Fieldly
John Fieldly is the chief executive of Celsius Holdings, who became CEO in 2018 and oversees the company's three new business units.
Alex Zigliara
Alex Zigliara is an executive who joined Celsius from Fiji Water to lead the Celsius brand.
Rishi Daing
Rishi Daing is Celsius Holdings' chief marketing officer, who will now oversee the Rockstar brand.
Russ Savage
Russ Savage is the founder of Rockstar Energy who acquired a 4.7% stake in Celsius Holdings in August.
The details
Rishi Daing, Celsius Holdings' chief marketing officer, will oversee Rockstar, while Alex Zigliara, who joined from Fiji Water, will oversee the Celsius brand. Celsius acquired PepsiCo's Rockstar a few months after purchasing Alani Nu, and Rockstar Energy founder Russ Savage acquired a 4.7% stake in Celsius in August.
Timeline
2018: John Fieldly became CEO as Celsius recorded $53 million in sales.
Early 2025: Celsius purchased Alani Nu for $1.8 billion.
A few months after the Alani Nu purchase: Celsius acquired PepsiCo's Rockstar.
August: Savage acquired a 4.7% stake and Celsius admitted it had gone too far in delaying Celsius-branded innovation.
Third quarter: Celsius brand sales declined 12% from the prior three months.
Market Landscape
Celsius's move follows its acquisitions of Alani Nu and PepsiCo's Rockstar, which expanded its portfolio of energy drink brands beyond its original product line. The split positions the company to compete with rival energy drink makers by letting each brand pursue its own growth strategy.
Consumers of Celsius, Alani Nu and Rockstar products may see the brands develop under separate leadership and marketing approaches over time. The restructuring does not announce any immediate changes to pricing or product availability.
The takeaway
Companies that acquire several brands may find that separating them into distinct units lets each one respond to its own market. Celsius's restructuring shows how a firm that has grown through acquisition can rethink its management structure.
Further reading
For more on how beverage companies structure their brand portfolios, see Business Strategy.
Source note: This article includes information reported by Food Dive.
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