Dive Brief
Celsius Holdings is restructuring its business, creating three separate divisions:
- Celsius
- Alani Nu
- Rockstar Energy & Emerging Growth
Each division will have its own president, reporting to CEO John Fieldly, responsible for strategy and performance.
Alex Zigliara, formerly from Fiji Water, will lead Celsius. Rishi Daing, Celsius Holdings’ CMO, will oversee Rockstar. They are joined by a search for an executive to manage Alani Nu.
Dive Insight
Celsius has experienced remarkable growth, from $53 million in 2018 to over $2.5 billion in sales in 2022. They have expanded their portfolio through acquisitions: Alani Nu in 2025 and Rockstar Energy from PepsiCo shortly after.
The company believes separating these brands as distinct entities will unlock their individual growth potential. Each brand president will benefit from Celsius Holdings' resources while focusing on their specific target audience.
Fieldly cited: "This new brand-led structure is the next step in how we align the Company to capture those opportunities... leveraging the strength and enterprise capabilities of Celsius Holdings."
The leadership team includes Zigliara, with experience at MrBeast Feastables and Clif Bar, and Daing, with a background in marketing and commercial leadership at White Claw and PepsiCo.
Despite its success, Celsius faces challenges, including scrutiny over health claims and an investigation into marketing practices of Alani Nu to minors. Activist investor Russ Savage has also called for leadership changes.
Celsius brand sales experienced a decline in Q3 2022, attributed to delays in innovation and focus on integration of recent acquisitions.