Celsius in the U.S. Acquires Rockstar; Celsius-Branded Energy Drinks to Join PepsiCo's Distribution Network

Breaking news in the U.S. energy drink industry.

Celsius, now the No. 3 energy drink brand in the U.S., has acquired Rockstar—once a top brand—from PepsiCo.

Just six months after the news we covered on Energy Drink Mania, “Celsius Acquires Alani Nu for $1.8 Billion, Shaking Up the U.S. Energy Drink Market,” Rockstar has officially come under the Celsius umbrella.

Following the No.3 energy drink brand CELSIUS and No.4 Alani Nu, the addition of Rockstar is expected to make the CELSIUS Group even larger. Can Rockstar be revived as the energy drink it once was!?

PepsiCo Acquires $585 Million of Convertible Preferred Shares in Celsius Holdings

PepsiCo has acquired $585 million of convertible preferred shares in Celsius Holdings, giving it an 11% stake in the company.

In return, Celsius has acquired the U.S. and Canadian operations of Rockstar from PepsiCo, with PepsiCo’s energy drink business now managed by Celsius.

As a result, 80% of Alani Nu’s distribution is set to shift to PepsiCo starting in December 2025. Exposure of Alani Nu in supermarkets and convenience store chains is expected to increase further. With Alani Nu gradually entering the Canadian market from 2024, its share is likely to grow in both the U.S. and Canada.

This growth is not simply due to increased shelf exposure; Alani Nu’s consistent brand strategy, uncommon in the traditional energy drink industry, has proven effective. I believe its outlook is very bright. The brand strongly resonates with young women in North America and is expected to continue growing as a solid brand in the region.

Looking Back at Rockstar

Originally, Rockstar was the No. 3 energy drink brand in the U.S.

As noted in the 2020 news article, “PepsiCo Acquires Rockstar for $3.85 Billion,” PepsiCo previously purchased Rockstar for $3.85 billion.

Five years later, in 2025, it was effectively sold to Celsius for $580 million, a drop of 85% in value. Furthermore, PepsiCo recorded a $1.78 billion impairment loss on Rockstar in Q2 2025, highlighting the brand’s challenging situation.

Anyone living in the U.S. has likely noticed Rockstar’s decline. Continuous changes in design, flavors, and marketing have turned it into a generic “other brand.” Its market share is now a mere 2%.

Even so, combining Rockstar with Celsius and Alani Nu gives the group a 20% share in the U.S., bringing the Celsius Group closer to the giant Monster Energy.

Original Rockstar Team Members from 2001 Join Celsius

The members who launched Rockstar in 2001 are moving from PepsiCo to Celsius.

Unlike modern health-focused brands like Celsius and Alani Nu, Rockstar is positioned as a classic brand and does not compete within the Celsius/Alani Nu brand portfolio.

The focus now is not on modernizing Rockstar for today’s consumers, but rather on how to **restore Rockstar’s original identity**.

If the original Rockstar team can revive the brand from its early days, it may once again win the support of consumers who favor classic 2000s energy drinks.

Celsius Holdings and PepsiCo Strengthen Long-Term Strategic Partnership

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