The Strategy That Broke Celsius’ 10-Year Slump

This is the story of how branding, a fresh team, and some luck, took Celsius from a little-known weight loss drink in Florida, to an international energy beverage powerhouse.
Want more Celsius content? Our friends at ‪@AfterEarnings‬ interviewed CEO John Fieldly - we even used a clip in this video! Watch the full piece here: • Celsius Holdings: Buil...
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[@trendnwin6545]

I am a C-store manager and we carry 16 different Celsius flavors. It’s the top selling drink right now displacing monster and redbull.

[@nikilragav]

are you selling to new people who otherwise would not have bought an energy drink at all?

[@hamelconsultancyllc]

Celsius makes red bull look like child’s play. 200mg caffeine vs 80mg

[@justinrobinson6965]

type of shit to pop your heart lol

[@riley1636]

Too much all at once isn't really great for focus though, it just makes me feel wired for a little bit and then it crashes. Red bull is more like tea by comparison, a little pick me up that maintains energy levels (though tea is obviously still a little less)

[@ginnipig]

In Canada it’s 140mg, it’s still too much caffeine for me.

[@donhalldin901]

200 mg is the same or a bit less than a single tall coffee at Starbucks.

[@pus915]

That isn't even that much lol tbh

[@As1fAhmad]

“But when you're selling a story, you never know when people might stop buying it.” whoever wrote this last line can have my energy drink

[@As1fAhmad]

@@MatthewMS. elon is phoney, hypocrite and propagandist.

[@danielmishtal6038]

For anyone who has not see them in your country. There not really international. Only in a few other countries outside the US, but are expanding internationally as we speak and rolling out.

[@PanickedPixel]

I’ve previously only seen them in some specialty stores in Hong Kong, but have recently found the cans in convenience stores.

[@zackgilmore2504]

They're in Canada for sure. See em all the time.

[@c.2518]

Thanks for the ad update. We don’t care

[@AEVMU]

They are everywhere in Sweden, even very rural small stores. They taste terrible and I suspect they are in a massive bubble.

[@alvaroludolf]

True. When I saw the video thumb the first thing that came to my mind was "Great... another video of an Unitedstatian complaining about a measurement unit that the entire rest of the world uses."

[@bato5550]

OG Celsius looked like a Dollar Tree brand WD-40.

[@smoketinytom]

Haven't seen it in Europe... And that's ironic, since we're all using Celsius for our temps.

[@anash7]

It does exist in Europe because it’s Swedish.

[@allocated_capital]

It is ironic but at the same time I feel like it works as a brand in the US because we don’t already use the word Celsius often when measuring temp here, so the word represents something almost unique. The opposite would be something like starting a chain of gyms called Fahrenheit in Europe

[@dublindubs23]

They're gonna release one for you Europeans called Fahrenheit

[@Cos_Why_Not]

It's in parts of Europe. Expanding country by country over time.

[@bajroevahahahaha]

Been sold in Sweden for many years now, could be because the brand is founded in Sweden.

[@tuhin1264]

The last line really hits, props to the writer.

[@ximenalopez9687]

What an amazing video!! Great job , I really enjoy every single content that you make Saludos from Mexico 🇲🇽

[@EngineerDJ_Julius]

I don't drink energy drinks, but respect and credit to the company

[@AM-lz2jr]

Try one

[@EngineerDJ_Julius]

@@AM-lz2jr no, I'll stay with coffee and green tea

[@parker6614]

​@@EngineerDJ_JuliusEver go for a nice black tea? Maybe an oolong?

[@EngineerDJ_Julius]

@@parker6614 black tea is alright but not my favorite. something about green tea makes it elegant and classy

[@QuantumBits0]

very insightful. thank you

[@hotsaucehimself]

Great video, thanks!

[@2irl]

The C0vid bump was in huge part because of the Red Bull shortage.

[@jesusvalencia1575]

i don’t know if this is just me but i’ve noticed celsius to be predominantly popular among higher end social classes (upper middle-). i feel like a lot has to do with following a trend, if people in these higher end neighborhoods start purchasing and consuming celsius, both there social class and others wanting to be of their social class follow soon after. this could definitely be a stretch but i think that it’s worth taking a look from a sociological perspective

[@ericd_br]

It’s pretty rich to call it international. They just recently announced distribution deals in Canada and the UK, the common first steps because they’re both English speaking. In the UK it’s still only available on Amazon or through international grocers, so an import. Any actual distribution hasn’t started yet.

[@stiffmeistercharlie1758]

I've been seeing them stocked, and with many poster/card adverts, in my UK chain gym. I think we're in that in-between phase right now where they've made the deals and the announcement, and it will become more widely seen over the next few months

[@eliasandersson8236]

I mean, it's literally founded in Sweden so calling it international does make sense

[@j03man44]

I got jump-scared by Celsius cause my sister buys it and i thought it was a diet fruit soda like ICE. I'm super sensitive to caffeine and was not prepared for an energy drink at 9pm

[@BlakeLoganX]

Great Video!

[@absbi0000]

Love this summary of Celsius’s backstory. Really well done!

[@SamStoner-hj8gf]

Last line is a bar 🙇shit went hard 🔥🔥🔥🔥🔥

[@stormchaser0898]

the first one looks like a bottle of LPG. no wonder it flopped

[@P3t3rad]

I've been hooked on celsius since 2022. Their flavors are always at least good, if not great. They have a good enough amount of caffeine to pick me up but not too much like Bang. They're also generally cheaper than similar energy drinks.

[@JalteJKR]

Whats the song at 1:54? Feel like I haven't heard it in ages

[@glh2103]

Well done video

[@chiquita683]

Why not note that Celcius has to pay for that aisle display? They dont just get that because they are connected to Pepsi, stores rent out display areas

[@skybluskyblueify]

Good name for international markets. Good thing it wasn't Fahrenheit.

[@taranjk1]

personally I find monsters wide selection of flavours and can art to be what actually drew me to drinking them, I never liked the look of red bull cans, I can't even remember if I've had one. But I do know the Rose flavour goes hard and the Paradise flavour is one I tried recently, I was pleasantly surprised to find It tasted exactly like my favourite sweet, apple pencils. I also just really like anything apple, my favourite alcohol to drink is cider; I used chug apple juice so much. Unless another drink makes similar flavours then I'm probably not going to buy. I also take forever to finish a can partly because they are big but because the flavours overwhelming (in a good way) and I just sip it over the day.

[@dimagass7801]

Monster is gross only one that's good is the tea ones and the lemonade, but then again same with celcius only the peach is good the rest are disgusting

[@Cleebusishere]

@@dimagass7801their Hawaiian Punch flavor is also incredible. Only energy drink I’ve had solely for the flavor, don’t know why all their others taste so odd

[@MatthewMS.]

For 10+ years I have had a love for the monster sugar free black can with blue lettering. I don’t think there is a flavor name but they have their hooks 🪝 deep in me.

[@lukasg4807]

The low carb?

[@Eelxlicker14]

Hell I didn’t even know those were energy drinks, but that definitely explains why I liked them!

[@nwilt7114]

😂 If you read the ingredients, it has all the regular stuff that 99% of energy drinks have. The main difference is the portions of each of those ingredients and a slightly different trace amount of extra sweetener and/or vitamin/mineral.

[@ayoubthegreat]

Ypu sknt check the ingredients of things before you east or drink them?

[@AM-lz2jr]

​@@ayoubthegreat nope

[@smithplayspokemon]

Banger video

[@kawaiidere1023]

I like that kind, but just because it’s cheap and comes in an even cheaper powder. Outside of being an energy drink, I don’t really understand why it’s marketed weirdly like that

[@haiguyzimnew]

They taste pretty good too. I ran in a race and they were handing them out for free and that was my first time hearing of them, turned out the race was sponsored by them. Now I see it everywhere.

[@gary4507]

Every flavor I've tried really tastes good,much better than any other energy drinks I've tasted.

[@AM-lz2jr]

When was that race?

[@yeabsirasefr6209]

their rise is actually amazing

[@xelefonte]

Maybe Celsius did make a comeback but this video still feels like a giant ad for Celsius.

[@jeremiahdornisch1046]

“AND I DRINK CELSIUS” hahah

[@robertmariano]

I honestly thought that Celsius was started in 2020, I just paired it with my sandwich and really liked the taste. I usually drink water throughout the day, but around lunch I’ll drink something with a flavor.

[@techguru2083]

Try Reign Storm Energy, better tasting and better for you! Clean Energy

[@punkdigerati]

What do you mean decided to sell it by the single can? What beverages can you not buy by the single at a store?

[@CorruptedSol]

Celsius was my go to until I needed to reduce my caffeine. Red bull is my go to due to the lower caffeine. I miss the decaf 5-hour energies.

[@stiffmeistercharlie1758]

Never heard of decaf 5 hour energies. What's in those?

[@JohhnooTheBeast]

Yeah never seen these in the UK 🤔

[@phosphate66]

I drink one every morning, idk i just like them lol

[@Morboxx]

International? Only in the Americas, I suppose. Never seen this in Europe. But if they keep growing, they might make the jump.

[@anash7]

It’s a Swedish brand ..

[@juliuslindaxnas9917]

It’s one of the biggest energy drinks in Sweden

[@juliuslindaxnas9917]

@@anash7 They sell in Sweden but they’re not Swedish..

[@6Glitch]

Lmao who gives a shit about Europe?

[@dedrake8742]

Starting to see this drink in Malaysia supermarket.

[@marleyyates2995]

I love celsius, great hit of caffeine (for the love of god drink in moderations), taste great, and has quite a few essential vitamins that are included also in my daily womens vitamins (good if you are not on a vitamin regiment - but lol I would suggest vitamins over an energy drink.

[@pitchrich5893]

Never seen this in Germany

[@EvenRoyalsNeedToUrinate]

Hier heißt es Fahrenheit

[@market_is_closed]

@@EvenRoyalsNeedToUrinate XD

[@RichterJo]

​@@EvenRoyalsNeedToUrinate lmao

[@the0ne809]

they said at the end of the video they will try to expand to international markets in the next few years. Maybe that's why.

[@Goetia]

Should I be worried if I drink Monster?

[@ayoubthegreat]

No. Except artificial colors. Just look at ingredients

[@ariefghani2380]

I bought Celcius a few cans every week since they started sponsoring Ferrari F1 team. Need to show my support as a tifosi hahaha

[@stiffmeistercharlie1758]

They've started appearing in my UK gym. They are so expensive, I struggle to see them doing well here

[@420BudNuggets]

How much there? About $2.50 us

[@someguy6222]

@@420BudNuggetsnah, around high threes, unless you buy in bulk

[@someguy6222]

for ny at least*

[@420BudNuggets]

@@someguy6222 same in cali at convience stores, but the grocery store always has it like 2-2.5

[@marsrover001]

Likely it's being shipped there rather than local production.

[@iPhotochop]

Damn, and imagine where Celsius would be if it actually tasted good

[@techguru2083]

Try Reign Storm

[@progmanmike]

Lol it dries out my throat

[@AM-lz2jr]

Taste is subjective.

[@dawsonescott8428]

So true it’s the worst tasting one

[@buildingandfixing4397]

i dont know how it survived with fahrenheit around

[@swagmaster1497]

😭

[@buildingandfixing4397]

@@swagmaster1497

[@GlenNewsome]

I have a fridge full of these in my garage!

[@hydra4370]

When Pepsi came to my establishment for a party and brought a SHIT TON of celcius to give to us as a thanks

[@hydra4370]

I'm high right now and I'm realizing they give us the free stuff so we are encouraged to buy it ourselves

[@ContactBrand]

It caught my eye when it claimed weight loss.

[@FrenzyFinancial]

Celsius is located in the pharmacy at Kroger brand stores that’s why you didn’t see much

[@terrykrall]

Celsius’ early can graphics was horrifying. No surprise it didn’t sell.

[@AKAGlenn]

My ex drank these everyday and eventually combined it with her ADHD meds. That brought out an irritable, mood swing and angry person. Never once did I see it give her energy. I tried it a few times and it just made my heart uncomfortable. Also artificial sweeteners messed with her reactive hypoglycemia. It was a mess.

[@ddpsf]

Reminder to not take your company public to avoid some rich asshats from taking it from under you.

[@ayoubthegreat]

Yeah very interesting

[@JagjitBrawler]

I mean the original founders are worth hundreds of millions now so honestly not a bad deal (I think Steve Haley is worth like 90 million or something)

[@chadakoin1]

Take a Vivarin and have a glass of water. Unless of course, you are enamored by that cool can?

[@AM-lz2jr]

Water is nasty, unless you have a cold glass of water after a hard day of work outside

[@illumistration]

I've never paid attention, but I always thought Celsius was just another alcohol seltzer... oop

[@eminbe338x]

Teşekkürler selamlar efendim 🎁

[@Itsallabouttheperformance]

also celcius works really well

[@rando5673]

Celsius has become my go-to brand after drinking Rockstar for years. The added vitamins and no artificial dyes/colours is what sold me

[@xxsuper99xx]

out of the frying pan and into the fire... Only valid energy drinks are Monster-Doctor and a few of their juiced flavors. Normal red Bull is also pretty ok but only a C+ and everything else is unbearable

[@zenastronomy]

spam bot or are you really believing their nonsense advertising 😂😂

[@AM-lz2jr]

​@@zenastronomywhat part is nonsense

[@zenastronomy]

@@AM-lz2jr the health image of the drink. for one added vitamins has been shown to be useless and not digestible by the body. just gets pooped and peed out. and 2 all energy drinks are bad for your health. it's like saying i only drink Marlborough cigarettes as they have added vitamins in them. if you want healthy, drink water, and maybr some some simple teas. nothing else is healthy. not fruit juice. not fancy coffees, not bubble teas, not energy drinks.

[@EcomCarl]

What an incredible journey for Celsius! 🌟 It's a testament to the power of strategic rebranding and perseverance, showcasing how a shift in focus and leadership can lead to monumental success in the competitive beverage industry.

[@juliuslindaxnas9917]

Sold the stock in 2021 at 21,08$ 😭

[@Thatdude877]

If you made a profit from the trade, you can't get upset.

[@juliuslindaxnas9917]

@@Thatdude877 Sure, but it’s not fun when you sold at +171% when it would’ve been up 1100% today

[@Thatdude877]

@juliuslindaxnas9917 I get it believe me lol I've been there more times than I'd like to admit tbh, but I also know that the odds of me holding the entire time were really low haha...you would've ended up selling at some point along the way regardless so don't beat yourself up too bad.

[@juliuslindaxnas9917]

@@Thatdude877 yeah true I would’ve definitely sold earlier

[@sam5605]

If you are trader always sell into strength/hype, if you are investor and truly believe in it hold it until some fundamental changes in the company make you think otherwise

[@GoufinAround_]

You know what's crazy, how there are more energy drinks than soda now?

[@alfstewart22]

Never heard of it

[@kinghenry3693]

Such a high stock value for a company that has not even gone international

[@AM-lz2jr]

It can only grow from here. Pepsi should buy them out before it's too late

[@pawgdog9798]

Yes it has😂😂

[@RDYnation]

I wouldn't touch this stock with a barge pole.

[@stinkyboy101]

Well yeah the time to buy was 2020.

[@MatthewMS.]

I love business

[@TTOS69]

Id rather have a Fahrenheit.

[@midgetsanchez]

Celsius makes me less cracked out than red bull, anyone know why?

[@marcialabrahantes3369]

I thought this was the governor of Florida exporting the Florida man everywhere... huh

[@travisty222]

Never even heard of Celsius. I thought he meant the temperature measurement units. Thank goodness I don't have/watch TV and don't see commercials! (I do live in the US)

[@Char_lsh]

next.. GURU ENERGY drink

[@Chesternut007]

Can is not big enough for 200mg of caffeine. I want to enjoy my drink longer than a sip.

[@Zeffpenguin]

If you're drinking something with 200mg of caffeine is your primary concern taste? I'm usually only drinking that much if I need a lot of caffeine quickly

[@GeorgeP-uj8xc]

Good thing they're not relying on you to buy then 😂

[@Chesternut007]

That's a respectable take. I used to drink the 5 hours for the quick hit. Something for everyone.

[@GeorgeP-uj8xc]

@@Chesternut007 Your take garners zero respect whatsoever. This video obviously shows its a thriving company despite you.

[@Chesternut007]

Is the hostility necessary on someone's opinion? If the can was bigger, I would try it. Was what I said so abhorrent that you couldn't resist commenting twice just to drive your point home. Goodness.

[@shiny4473]

monster has had zero sugar for years, almost everything with flavor has zero sugar

[@antonykuo3809]

I have yet to see celsius in store wtf

[@AM-lz2jr]

Go to a gas station or pharmacy or walmart

[@Skryabinist]

I tried a few different flavors and I really don't understand the hype. It's not really healthy for anyone, and doesn't taste that great either. Of course the energy boost from caffeine was nice, but I'd rather pop some caffeine tablets and drink something better and less overpriced.

[@bruhice6058]

Yeah it’s really not healthy at all. The ingredients are the same as redbull and monster and every other cancer in a can

[@techguru2083]

Reign Storm

[@AM-lz2jr]

Amazon reviews disagree

[@claypetersen1430]

The Celsius can looks like that guy on TikTok who makes unhealthy things healthy

[@marcsarfati3291]

Celsius is replacement for monster for small distributors. Owned by monster. That is why a coke guy is in charge. Monster is owned by coke

[@elijahbuell5080]

Pepsi has distribution rights with Celcius. Coca-Cola has a minority stake in Monster

[@Eldoradoll7]

Monster is still a Public company.

[@anothername2730]

- Monster doesn’t own Celsius Holdings - and neither does Coke, for the record. In fact, Pepsi is the closest to “owning” Celsius, with 8.5% ownership. - Coke owns around 17% of Monster. - Executives change companies all the time. In this case, he was likely chosen for his experience in the beverage industry. - Why would a small distributor drop Monster for a less popular brand? Maybe this is true, but it seems questionable.

[@techguru2083]

Coca-Cola has nearly 20% stake in Monster, a company with a valuation of nearly 60 billion, i would not say a small stake! Also if you look at the 10 top energy drink brands, monster owns over half ;)

[@techguru2083]

Also Bang and Reign Energy are now the fastest growing energy brands in 2024, therefore celcius being #3 may start to dwindle slowly down into a place below 5th since more and more much bigger competitors join this segment!

[@yeert6931]

They advertise too much for me, havnt had one because it’s so in my face every where I watch something

[@AM-lz2jr]

I haven't seen any ads personally

[@overflowbeats6965]

There was no Strategy 😂 COVID bailed them out

[@AM-lz2jr]

COVID is gone

[@AndrewLetendre]

Yerbae is the only truly healthy energy drink on the market

[@gsxr750dude]

it doesnt work as good as redbull for me, sugar plays a big role in energy

[@Aaron_R]

There EPS still isn't that good. P/E ratio is whack, you are buying a less than 1 cent eps per dollar invested. 100 to 1. Granted its growing but can't justify that eps ratio.

[@Its_limitlezz]

I first fried Celsius in Miami in feb. there marketing team came up to me and gifted me one. Now they are here in Canada and I am really happy. I used to be an avid Red Bull drinker. Now I made the switch. They are always sold out. Ironically I am drinking a Celsius as I am writing this

[@techguru2083]

Try the new Reign Storm Energy Drink! Better Flavors and Better for you! Clean Energy! You should have it in a store near you! It is way worth the detour!

[@Fireflyepic]

It's funny how well they portray themselves as healthy. This stuff is very, very unhealthy lmao. The beauty of marketing.

[@nickfromm5315]

A company is only worth what someone is willing to pay for it....

[@AM-lz2jr]

Yea pretty much anything in life lol

[@reginwill]

Oh, not the crypto network? Color me surprised

[@arlenmccann]

When I first saw kids drinking Celsius, I thought it was alcohol. I don't think that's an accident. Celsius rebranded their cans in 2016 to look more or less the way they do now, which happens to be the year that White Claw was first distributed. As far as its ability to draw in more of a gender balance compared to other energy drinks, I think the emergence of seltzers and the indistinguishability of their can design besides the text itself is part of the equation

[@JohnGotts]

Energy drinks are untested combinations of chemicals. Even though computer programmers are a natural market for these beverages, hard pass. If you require energy drinks to be functional, get more sleep.

[@just-a-waffle]

My mother bought Celsius not knowing it was an energy drink, almost deceptive packaging really

[@nwilt7114]

A lot of people don't realise that it has 200mg of caffeine and drink a couple of them, which is super dangerous if you have heart issues.

[@AM-lz2jr]

You'll be fine. You wouldn't have died. Stop overreacting

[@unRealityFPV]

I recently noticed Celcius in the main fridges at local stores. I tried one. It taste terrible compared to the classic brands' sugar free versions. I don't get why anyone would like it.

[@ryanreedgibson]

Never heard of it but I don't drink processed swill. If I need artificial energy I get if from natural sources. My ex-girlfriend was a vodka and Red Bull drinker. The thought of her makes all of these drinks seem repulsive.

[@NakedEggSalad]

It tasted fine a year ago, now when I open a can it tastes like it went bad or they added way too much flavoring. Never again

[@techguru2083]

Try Reign Storm Energy Drink! Clean Energy and Better for you! Better flavors too!

[@dex7378]

4:26 this can not be true

[@AM-lz2jr]

I can't tell either so I just buy Walmart brand

[@luketerpstra1525]

Who's drinking all the redbull? No one I know is consistently drinking redbull, it's always a Celsius. I thought they were the segment leader by far.

[@techguru2083]

You be way mistaken my friend, but you should try Reign Storm Energy, better flavors and better for you! Clean Energy

[@isk8atparks]

@@techguru2083 shut up brand! You reply to every comment with this shit. No on wants to buy your product

[@isk8atparks]

redbull is one of the biggest if not the biggest energy drink in the market. Its the more "health minded" people ive noticed who drink celsius

[@IakonaWayne]

celcius has too much caffeine in a such a small bottle.

[@anash7]

As a Swede, I’m very amused by how Celsius and Zyn made it to the America market yet they are usually the 3rd or 4th choices here in their respective fields ..

[@midgetsanchez]

What’s the first choice for energy drinks there?

[@ethanvance3834]

Celsius is seriously addictive. It also gives me explosive bloody diarrhea.

[@AM-lz2jr]

U got something else going on buddy

[@masterofgarden3472]

I'm over Celsius cost too much money. So poor to be able to afford 22 dollars for 12 cans energy drink.

[@yes24__]

it's basically the power of marketing and branding. but i hate energy drinks, it's just chemicals and caffeine

[@michaelsmith4904]

i also hate marketing and "branding" so it's a trifecta of wrong to me.

[@smoothbraindetainer]

Everything is "chemicals"

[@RAJohnson713]

No, it actually tastes wayyyy better than Red Bull,etc

[@Leoroy-xh1pc]

*Fantastic video! I have incurred so much losses trading on my own....I trade well on demo but I think the real market is manipulated.... Can anyone help me out or at least tell me what I'm doing wrong??*

[@AabidahBasma]

Same here, My portfolio has been going down the drain while I try trading,l just don't know what I do wrong. .

[@OwenAustin-nb6jn]

Well...l will advise you should stop trading on your own if you keep losing and start trading with an expert because trading with an expert is the best strategy for newbie..

[@Tiagosantino-is6uy]

I think l'm blessed if not I wouldn't have met someone who is as spectacular as expert mrs Janet.. High recommended

[@FlorianPierre-ch4sf]

​Wow, I'm surprised to see Janet mentioned here as well. I didn't know she had been kind to so many people

[@GreysonSutton]

I thought myself and my family were the only ones enjoying Janet trade benefits

[@UnlockedNature]

They didn't pay Flo Rida, so I'm sticking to Alani Nu. Way better.