7 Key takeaways from CELH management roundtable

Research evidence excerpt

Consumer | Global Beverages

September 08, 2026

Robert Ottenstein

Greg Porter

JD Todd

7 Key takeaways from CELH management roundtable

CELH (not covered) CEO John Fieldly and CFO Jarrod Langhans spoke at an industry conference earlier

today, providing additional color on the energy category, Celsius’ portfolio strategy, and drivers of mediumterm gross margin expansion. Please see our 7 takeaways below:

Working with Pepsi to execute distinct plans for each of CELH’s brands

➢ First time CELH is going into market with specific plans by brand within a portfolio approach

➢ Retailers leaning into Energy category as use broadens into new occasions

➢ Working more closely with Pepsi sales reps, with ability for new insights and suggesting

ordering; Can also help drive additional efficiencies

Strategic investments behind brand Celsius, including leaning into College Football and

leveraging its upcoming strong innovation line-up to gain shelf space

➢ Expecting Celsius to grow next year off a stronger base following SKU reduction this year

o Believe SKU cuts this year were too deep and not balanced with the right innovation

➢ Working to grow its % of inventory on display and additional coolers

➢ Investing in RGM solutions to improve promo returns and pack size offerings – discussed

more below

Alani Nu growth opportunity from higher distribution, especially in c-stores

➢ Leveraging DSD to accelerate LTO and c-store distribution

➢ Portfolio RGM programs will help run more efficient promotions

Excited about Rockstar and the brand’s redesign; Initial focus on 18-24 year old males

➢ Returning to brand’s core connection with music and live sports

➢ Retailers looking to give the brand a second try

2027 is the first year that CELH will be able to leverage a portfolio approach in RGM due to

the existing agreements that were in place when it acquired Alani Nu and Rockstar

➢ Working to ensure Alani Nu is super premium, Celsius premium, and Rockstar affordable

➢ Thinking more about multi-packs and singles by channel and brand

➢ Working to drive higher promotional effectiveness to make sure timing and sequencing of

promotions across brands aligns better

…