CELSIUS Holdings, Inc.’s Post

Another success story with B. Riley Financial's fingerprints on it!

Over its first 3.5 years in market, the only constant at ZOA Energy seems to be change. Despite the energy drink brand's relatively strong start, ZOA went through a pretty extensive overhaul in January 2023 that included product enhancements, flavor adjustments, and substantial shifts to its visual identity (and brand strategy). So, why did ZOA Energy make all these drastic changes anyways? The simple answer is expectations! ▪️ arguably the biggest global celebrity is a co-founder (i.e. Dwayne "The Rock" Johnson) and seemed authentically motivated within a product category that's aligned with his personal brand ▪️ the U.S. energy drinks market was on fire…especially within the categorical fragmentation of “energy plus” ▪️ Molson Coors Beverage Company is a “Day 1” strategic partnership (and investor) that provided national sales, field marketing, and distribution resources This isn't just a recipe for success…but outsized success! Yet, the energy drink brand was underperforming key competitors (e.g. Alani Nutrition and GHOST) that launched energy drinks within an 8-month period of ZOA Energy. And though that competitive gap has gotten WAY larger, Molson Coors CEO Gavin Hattersley doubled down on the ZOA investment...which leaves the beer giant with several decisions ahead if it really wants to "meet drinkers at different occasions" and signal to the entire organization that non-alcoholic beverages are of major long-term "beyond beer" strategic importance. Fact is...in today’s ultra-competitive U.S. energy drinks market, brand authenticity matters A LOT! And that’s because energy drinks are marketed as a lifestyle beverage that offers the functional benefit of energy. And that should help an energy drink with Dwayne ‘The Rock’ Johnson weaved into the brand DNA, but only if... ▪️ ZOA Energy still felt like an authentic “energy drink” extension ▪️ [more importantly] the public still felt like they even knew who the authentic version of him was anymore While changing the look, feel, and tone of ZOA Energy in the first few years was maybe a good decision in a vacuum, it (along with) the “Big Dwayne Energy” marketing campaign exacerbated this feeling with consumers that the brand felt more like just another diverse set of movie roles for the actor. So, for this energy drink brand to really have a chance at meaningful success, ZOA can't just be another ‘ad’ for its superstar co-founder or it’s destined to keep going ZOAwhere. #strategy #trends #markets #fmcg #cpg #beverages #energydrinks #supplements #sportsnutrition #fitness #wellness #influencermarketing #innovation #marketing #branding #productdevelopment #retailing #merchandising #retail #grocery #business #businessintelligence #entrepreneurship https://lnkd.in/gRuiV4fz

🚀 Big News for O2 Hydration! 🚀 I’m beyond excited to share that O2 has taken a huge step forward by partnering with Sprecher Brewery, which has acquired a minority stake in our business. Sprecher is led by someone I believe to be a "real deal" visionary, Sharad Chadha, and has been on a phenomenal growth trajectory. Their recent acquisition of Juvee marked their entry into the energy drink market, and now they’re diving into the better-for-you sports drink arena with O2. Why is this partnership so exciting? 🤔 🌍 Impact: Sprecher will begin producing and distributing O2 throughout the country, introducing our sports drinks to a massive audience thirsty for a change. ♻️ Sustainability: O2 continues to lead with our commitment to both people and the environment — recyclable aluminum cans, 100% carbon neutral, Non-GMO Project Verified, and only 1g of total sugar with nothing artificial. Enrolling Sprecher as a production partner allows us to continue this commitment while operating on a faster innovation cycle. We've got some cool new products in the works that I can't wait to share with you. 👏 Shared Vision: Both O2 and Sprecher are dedicated to offering healthier alternatives. Sprecher’s growth—over 300% increase in sales since 2020—shows their capability and commitment to excellence, and their investment in O2 illustrates their dedication to Better For You products. I'm excited to help grow Sprecher into a leading company in the healthier products space. A massive thank you to the entire O2 team, our loyal customers, and our new partners at Sprecher. This is just the beginning of an incredible journey. Together, we’re poised to redefine the sports drink market and make a positive impact on health and sustainability. Stay tuned for more exciting updates! 🌟 #O2Hydration #SprecherBrewing #BigNews #Partnership #Sustainability #Growth #BetterForYou #GlobalExpansion #CPG

Discover how Celsius is energizing the convenience channel to spark explosive growth, with a strategy that's already doubling down on success. The future of energy drinks is now, and it's cooler than ever. #CelsiusEnergy #ConvenienceChannel #EnergyDrinks #RetailInnovation #BrandGrowth #MarketStrategy #EcommerceSuccess #SustainableGrowth #InternationalExpansion #InvestorInsights

IS IT ALL HYPE BUT LITTLE SUBSTANCE? LinkedIn Members have been showered with posts for this tiny single-shot drink that claims to improve gut-health. But let's look beyond the marketing headlines .... 1) M&S claim this product contains 5 Billion gut microbes - but they have chosen not to publish independent evidence verifying how many - if any - of these friendly microbes are able to survive their journey through the hostile environment of gastric acid in the stomach. 2) M&S attracts a significant number of vegan and vegetarian consumers ... but ZOE is made from non-organic cow milk rather than plant milk such as coconut or soya. Big mistake! 3) M&S also stock yogurt style products that contain gut-friendly bacteria, but at significantly lower prices (ml for ml) compared to the 150 ml ZOE shot. Interestingly, M&S display ZOE in the chilled drinks section, well away from their yogurts. Now why would that be I wonder?

Alternative proteins are one innovation that has the promise to transform the Food & Beverage space and deliver on significant progress against greenhouse gas emissions. The space continues to show incredible dynamism – with evolving consumer demand, continuous innovation and fierce manufacturer competition. I highly recommend the sharp piece in the link below that highlights a handful of interesting & powerful parallels and lessons that alternative protein players can learn from the Electric Vehicle industry: https://on.bcg.com/3X9XhHY

From Chai to Charge: Part 2/2 ⚡ Unveiling the pricing strategies and targeted segment of top energy drink brands. What topic should I cover next? Comment your suggestions! #EnergyDrinks #PricingStrategies #BrandStrategy #MarketInsights #BeverageIndustry #DecodingTrends #StayTuned

"What if water wasn't just water? What if it was a statement?" In the crowded beverage market, standing out is no easy feat. But Liquid Death has done just that, using bold marketing and innovative packaging to transform ordinary water into a cool, must-have product. A Bold Idea: Death to Plastic Liquid Death isn't just about quenching thirst; it's about murdering it in style. This brand has taken the most mundane of all beverages, water, and turned it into a symbol of rebellion and environmental consciousness. Their mission? To eliminate plastic bottles and make drinking water out of a can the new cool. The Power of Packaging Forget the serene mountain streams and tranquil lakes that typically adorn water bottles. Liquid Death's cans scream rock 'n' roll. This edgy packaging stands out on shelves, appealing to a demographic that values individuality and sustainability. Liquid Death got none other than Wiz Khalifa to chug their water on stage, solidifying its status as a beverage for the bold and fearless. This isn't just a drink; it's a statement. In a world increasingly aware of environmental issues, Liquid Death's commitment to sustainability is more than just a marketing gimmick. Their hashtags #DeathToPlastic and #MurderYourThirst encapsulate a movement towards eco-friendly consumption, making sustainability synonymous with trendiness. A Marketing Masterclass Mike Cessario, the mastermind behind Liquid Death, noticed a simple yet profound trend—rock bands were drinking water from energy drink cans on stage because it looked cooler. This observation led to a revolutionary idea: What if water could look just as cool? Thus, Liquid Death was born, turning a basic necessity into a desirable product. The Wildest Success Story of the Decade Liquid Death's journey from a wild idea to a successful brand is nothing short of extraordinary. By combining unconventional packaging, clever marketing, and a strong environmental message, they've created a product that not only quenches thirst but also makes a bold statement. In conclusion, Liquid Death is a testament to the power of innovative marketing. It shows that with the right combination of creativity, boldness, and sustainability, even the most ordinary product can become extraordinary. So next time you reach for a drink, ask yourself: Are you ready to murder your thirst? #Marketing #Branding #Sustainability #LiquidDeath #Innovation #Packaging #SuccessStory

>> How can a can of water be worth $1.4 billion? It sounds like a paradox, but that's the fun story of Liquid Death!💧 Its just a water! This quirky beverage company is on a mission to make people laugh, drink more healthy beverages, and help kill plastic pollution. Founder Mike Cessario trademarked the "dumbest possible name" for his canned water in 2017 as a stunt to poke fun at energy drinks. But now, Liquid Death has grown into a rare new unicorn, valued at $1.4 billion. Punk rockers have to drink water too, and it's more fun to walk around with a can of Liquid Death than a crinkly plastic bottle. The company has a massive following of almost 8 million across Instagram and TikTok. Liquid Death has doubled its valuation since 2022 and tripled its revenue in the same period. It sold $263 million in scanned sales in 2023 across 113,000 retailers in the U.S. and UK. These impressive numbers have attracted star-powered investors like Josh Brolin, DeAndre Hopkins, and Live Nation Entertainment Inc. The company has expanded its products to include agave-sweetened seltzers and iced tea, and now it's venturing into electrolyte powders with flavors like "Severed Lime" and "Mango Chainsaw." It's a small niche, but it's growing fast, and Liquid Death is ready to make a bigger splash. Even dumb ideas can make a unicorn. Don't forget to have fun, even on a Monday! #liquiddeath #unicorn #unicorns #water

Bevcorp LLC's MicrO2 Advantage Series Blending System is revolutionizing carbonated soft drinks (CSD) production with its sustainable and efficiency-driven technology. 🥤   This patented system delivers a significant reduction in dissolved oxygen (DO) levels, offering a myriad of benefits: improved taste, extended shelf life, and notably, higher filling speeds and temperatures that reduce energy consumption and operating costs.   MicrO2's unique sparging technology optimizes CO2 usage, retaining over 99% of CO2 during deaeration and carbonation. This, along with a reduced footprint and maintenance needs, slashes energy and CO2 consumption, paving the way for potential rebates from energy-saving programs.   Read the Full Article: https://lnkd.in/dE8XwdV2   #Sustainability #Innovation #BeverageIndustry #EcoFriendly #MicrO2 #Bevcorp #CarbonatedSoftDrinks