Celsius Splits Into Three Brand Units as Alani Nu Outsells CELSIUS

November 05, 2026

Celsius Holdings reorganized its U.S. business into CELSIUS, Alani Nu and Rockstar & Emerging Growth units on the day Q3 2026 revenue hit $847.2 million.

Celsius Holdings reported Q3 2026 results on November 5, 2026, and that same morning it broke its U.S. business into three brand-led units: CELSIUS, Alani Nu, and Rockstar Energy & Emerging Growth. Each unit gets a president responsible for strategy and performance. Shared marketing, sales, operations, and administrative teams still support all three.^[1] International brands keep their current marketing and commercial setups.

Who Runs Each Brand

CELSIUS: Alex Zigliara joins from FIJI Water, where he was global president. Before that he spent 22 years at The Coca-Cola Company.
Rockstar Energy & Emerging Growth: Rishi Daing has been Celsius' chief marketing officer since September 2025 and spent 16 years at PepsiCo before that. He'll leave the CMO role as the new structure takes hold.
Alani Nu: The company is still searching for a president.

Celsius hasn't said which brands belong in "Emerging Growth."

Alani Nu Now Out-Earns CELSIUS

Q3 revenue hit $847.2M, up 17% from $725.1M a year earlier.^[1] Alani Nu brought in $410.1M, up about 24%, thanks to wider PepsiCo DSD distribution and the limited-time Witch's Brew flavors.^[1] That puts it ahead of the CELSIUS brand, which fell about 6% to $356.8M. Celsius blames SKU cuts, shipment timing from inventory rebalancing, and soft club-channel sales.^[1] Rockstar added $80.3M, helped by the timing of Canadian orders.^[1]

The shelf data tells the same story. In Circana's 13 weeks ended September 27, 2026, Alani Nu retail sales rose 57.9% to a 9.8% dollar share of U.S. RTD energy. CELSIUS fell 7.0% to 9.1%, and Rockstar dropped 13.2% to 1.8% on planned SKU cuts.^[1]

Margins got tighter. Gross margin slipped to 46.8% from 51.3% because of higher aluminum and fuel costs plus more sales running through DSD.^[1]

What the New Structure Says

Celsius is admitting that its namesake brand needs its own dedicated operator. The flagship is losing ground while its sister brand surges, and Celsius went outside the company for a Coke veteran to fix it. Rockstar's future is now tied to whatever "emerging" brands Celsius adds next, under the executive who has run the company's marketing. None of this came out of nowhere: our Q2 2026 results coverage already showed the same brand trends, along with the CEO's admission that the SKU cuts went too deep.

What to Watch on Shelf

New products are the first test for Zigliara's CELSIUS team, starting with Energy+ Hydration, due in early 2027. On the Rockstar side, keep an eye on the louder new cans Celsius showed at NACS. A refreshed look is the quickest way to tell whether the brand's slide is a planned trim or a deeper problem. For what's in the flagship can today, see Bevlab's Celsius Energy Drink breakdown.

Alani Nu is now Celsius Holdings' biggest brand, and it still doesn't have a president. That's the hire to watch.