Celsius Holdings Restructures Units as Alani Nu Offsets Sales Slump

Celsius Holdings reported third-quarter 2026 revenue of $847 million, a 17% increase year over year, with growth primarily driven by the acquired brand Alani Nu. Alani Nu generated $410 million in net sales, a 24% increase that offset a second consecutive quarterly sales decline for the core Celsius energy drink brand.

Revenue for the namesake Celsius brand fell approximately 6% year-over-year to $356.8 million. The company attributed this slump to a revamp of its product and flavor lineup, softness among club retailers, and the launch of a private label energy drink by Costco Wholesale Corp.

To reduce operational complexity, the company established three brand-led business units: Celsius, Alani Nu, and Rockstar and Emerging Growth, each led by a dedicated brand President. Despite overall revenue growth, gross margins fell to 46.8% due to rising costs for diesel fuel and aluminum.

In response to margin compression, the company is implementing a multiyear portfolio strategy for 2027. This plan focuses on structured pricing, consistent pack architecture, and a long-term roadmap for trade management to rebuild profitability.