Overview

• PepsiCo bought $585 million of newly issued convertible preferred shares in Celsius, lifting its stake to about 11% and gaining the right to nominate an additional board member.
• Celsius acquired the Rockstar Energy brand rights in the United States and Canada, while PepsiCo will continue to own Rockstar internationally.
• PepsiCo will handle U.S. and Canada distribution of Celsius’s recently acquired Alani Nu brand, and Celsius becomes PepsiCo’s strategic energy leader in the U.S.
• Company materials describe a unified multi-brand strategy targeting distinct consumer cohorts and suggest the partnership represents roughly a 20% share of the U.S. energy category.
• Celsius shares rose roughly 4% after the announcement, and the deal extends conversion terms tied to PepsiCo’s 2022 preferred-stock investment.