Celsius Splits Into Three Brand Units as Sales Top $2.5 Billion

Celsius Holdings will split into three business units, each led by its own president reporting to CEO John Fieldly, as the company tries to accelerate growth in an energy drink business that generated more than $2.5 billion in sales last year.

The company announced the restructuring this week. Separate divisions will run Celsius, Alani Nu and Rockstar Energy & Emerging Growth. Each president will answer directly to Fieldly and carry accountability for strategy and performance.

The appointments show how seriously Celsius takes brand separation. Alex Zigliara joins from Fiji Water to oversee the flagship Celsius brand. Rishi Daing, the company's chief marketing officer, adds responsibility for Rockstar. A search is underway for an executive to run Alani Nu.

Why restructure now?

The company's growth story explains the urgency. In 2018, the year Fieldly became CEO, Celsius posted $53 million in sales. Last year, sales topped $2.5 billion — a rise from gym-floor niche to everyday staple for health-conscious consumers.

That expansion came through acquisition. Celsius spent $1.8 billion to buy rival Alani Nu in early 2025, aiming to add more young women to its consumer base. Months later, it acquired Rockstar from PepsiCo, a brand popular with drinkers who prefer classic energy drink flavors and formats.

Celsius says the three brands, while all energy drinks, differ enough to operate as distinct entities. Each president will draw on the parent company's marketing, sales, operations and corporate capabilities while running an autonomous P&L.

"This new brand-led structure is the next step in how we align the Company to capture those opportunities, bringing our leaders closer to the brands and consumers they serve, while leveraging the strength and enterprise capabilities of Celsius Holdings to drive strong execution at retail," Fieldly said in a statement.

Who are the new brand chiefs?

Zigliara brings deep CPG credentials. Beyond Fiji Water, he has served as CEO of MrBeast Feastables and of Clif Bar & Company, now owned by Mondelēz International. He said he is joining at "an important point in the [Celsius] brand's trajectory" and sees "significant opportunity to build on that momentum and unlock the next phase of growth."

Daing has more than 20 years of global marketing and commercial leadership experience across consumer goods, beverages and emerging brands, according to Celsius. He held a senior role at White Claw maker Mark Anthony Brands and spent 16 years at PepsiCo working on global brands including Pepsi, Gatorade and Rockstar — a direct line to the brand he will now run.

What pressure is the company under?

The restructuring arrives amid genuine friction. Texas is investigating whether Alani Nu unlawfully markets its high-caffeine energy drinks to minors, and the company faces ongoing questions over its health claims.

Rockstar Energy founder Russ Savage announced in August that he acquired a 4.7% stake in Celsius. The activist investor has called for sweeping leadership changes, including Fieldly's replacement.

The core brand has also stumbled. Celsius admitted in August that it delayed Celsius-branded innovation too long while it prioritized integrating Alani Nu and Rockstar and waited for better retail space at higher-traffic store locations to come online. Celsius brand sales declined 6% in the third quarter, after slipping 12% in the prior three months.

For practitioners, the move signals a shift from portfolio-building to execution: the question now is whether dedicated brand presidents can stabilize the flagship while the two acquired brands scale under their own leadership.