Sip and Strategy: Celsius x Alani

Both Alani and Celsius are brands that have been having a moment lately. When it comes to energy drinks, all my friends and people I know drink one or the other. But where they put their money is no longer a competition; both are now part of the same parent company, Celsius Holdings (CELH).

On February 20, 2025, Celsius Holdings announced the acquisition of Alani Nu for a whopping $1.8 billion, with a net purchase price of $1.65 billion since the deal includes $150 million in tax assets. That net price comes out to about 3x 2024A net revenue or 12x fully synergized 2024A EBITDA.

The acquisition of Alani feels like a move in the right direction toward building a health-conscious, better-for-you portfolio of brands. Both Celsius and Alani are zero sugar and low cal, which makes them perfect for today’s health-conscious consumers. But Alani isn’t just a functional product; it’s female-founded and female-focused, which adds to its strength. The branding and values of both companies only solidify their positioning, especially now that they’re combining their audiences and tapping into an even bigger demographic.

Across the market, Celsius ranks #3 in energy drink brands in the U.S., and Alani isn’t far behind at #4. Both brands are undeniably having a moment. And in this industry, where branding and marketing are everything, I can’t wait to see where they go next.

For a more detailed overview, check out Celsius’ New Release here.