Celsius To Acquire Energy Drink Producer Alani Nu for $1.8 Billion

For a staggering $1.8 billion, Celsius Holdings is buying rival Alani Nu. To expand its share of the growing sports and energy drinks market, Celsius is using a combination of cash and stock to take over the company, according to the Wall Street Journal.

With Alani under the Celsius umbrella, annual sales are predicted to hit $2 billion. Celsius just by itself reported revenue of $1.36 billion last year.  

Yet, Celsius has seen slowing demand for its energy drinks, while Alani’s recognition and market share have been steadily growing. Through the acquisition, the former gains access to a popular line of products, particularly with Gen Z and millennials, and the latter gets a much-needed marketing boost.

“Together, we expect to broaden the availability of Alani Nu’s functional products to help more people achieve their wellness goals with great-tasting, functional product options at more moments throughout their lives,” said CEO John Fieldly in a press release.

The drinks company is buying its rival from co-founders Katy and Haydn Schneider as well as operator Congo Brands. Once the deal closes, Alani will continue under the leadership of Celsius with members of Congo staying on as advisers.

A Celsius and Alani Merger Makes Sense

Celsius has promoted its products as healthy alternatives to sugar-laden energy drinks and sodas, with claims its beverages can even burn body fat. To increase awareness on social media, the company has partnered with athletes such as snowboarder Shaun White as well as celebrities like model Sara Sampaio.

Ever since its founding in 2018, Alani has done the same, working with celebrities like Paris Hilton and Addison Rae to promote its female-focused brand of functional, zero-sugar beverages. As a fitness influencer, Katy Schneider created the drink specifically to help women improve their health and well-being.

“As Alani Nu enters this next chapter with Celsius, I have full confidence that they are the best partner to enhance Alani Nu’s growth and success while staying true to what makes it so special,” said Schneider in the press release.

The acquisition of Alani is just one more in a line of recent energy drink consolidations. Late last year, Keurig Dr Pepper purchased 60% of energy drink maker Ghost for nearly $1 billion. Additionally, Molson Coors bought a majority stake in the “better-for-you” energy drink brand ZOA in November 2024.