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What PepsiCo’s $550M Celsius deal means for the energy drink brand

August 22, 2022

Via: Marketing Dive

Category:

News

In the latest move to diversify its beverage portfolio, PepsiCo earlier this month invested $550 million into Celsius Holdings, the maker of the eponymous energy drink. The deal, which includes a long-term distribution agreement, gives the Pepsi owner an 8.5% stake in the company and director’s seat on its board. It is intended to boost Celsius’ growth agenda, eventually driving efficiencies and consolidating efforts in other areas like marketing.

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