Celsius Expands International Footprint Beyond the US
For many years, the perception that Celsius is only sold in the US was largely accurate due to the brand's primary focus on conquering the North American market. The company’s explosive domestic growth, particularly following a major distribution agreement with PepsiCo, made it a household name in fitness and wellness circles across the United States. However, this is no longer the full story. Starting in 2024, Celsius Holdings, Inc. implemented a strategic international expansion plan that has significantly broadened the brand’s global availability. The company has methodically entered new territories, often in partnership with powerful distributors, to replicate its US success abroad. This expansion is a direct answer to the question, "Is Celsius only sold in the US?" and has made the functional energy drink accessible to a much wider international audience.
Key Milestones in Celsius's Global Expansion
- Canada: In January 2024, Celsius began sales in Canada, leveraging its existing distribution partnership with PepsiCo. This was a major first step outside of the US, introducing Canadian consumers to the brand's unique flavors and functional benefits.
- United Kingdom and Ireland: Shortly after the Canadian launch, Celsius entered the UK and Ireland markets through a strategic partnership with Suntory Beverage & Food GB&I. This move gave the brand a foothold in the competitive European energy drink market.
- Australia and New Zealand: Recognizing the growing functional beverage market in Oceania, Celsius partnered with Suntory Oceania to launch its products in Australia and New Zealand in late 2024.
- Continental Europe: In 2024 and 2025, Celsius continued its expansion into Continental Europe, first entering France and later the Benelux region, including Belgium, Luxembourg, and the Netherlands. These launches further cemented the brand's presence across the European continent.
Comparing Celsius’s US and International Market Strategies
| Feature | US Market Strategy | International Market Strategy |
|---|---|---|
| Key Distributor | PepsiCo is the primary and exclusive distributor, with sales accounting for a significant percentage of total revenue. | Relies on a variety of regional distributors, most notably Suntory in Europe and Oceania, to navigate local markets. |
| Market Maturity | Mature and highly competitive, but with strong brand recognition and established shelf presence in major retailers. | Emerging and rapidly expanding, with an emphasis on building brand awareness and targeting wellness-oriented consumers. |
| Initial Focus | Gained initial traction through fitness channels and specialty stores before moving into mass retail with PepsiCo's support. | Initial market entry has varied, with some regions starting in gyms and wellness centers before expanding to wider retail. |
| Market Share | Dominant position, controlling a notable percentage of the energy drink market. | Smaller market share, focusing on incremental growth and establishing a loyal customer base in each region. |
| Flavor Portfolio | Extensive, with a wide variety of flavors available in most retailers. | More limited, with a curated selection of initial flavors to test market preferences. |
The Driving Force Behind International Growth
Celsius's decision to pursue international growth is driven by several factors. The US market, while highly profitable, is maturing for the brand, and international expansion represents the next significant growth opportunity. By leveraging powerful distribution partners like PepsiCo and Suntory, Celsius can overcome logistical challenges and compete directly with established international players like Monster and Red Bull. The company's "better-for-you" positioning, with zero sugar and a focus on essential vitamins and natural flavors, resonates with health-conscious consumers globally. The brand's ability to successfully scale its operations in new territories will be critical for its long-term market leadership and continued financial performance.
How Celsius Adapts to New Markets
- Product Formulation: While the core product remains consistent, Celsius has shown a willingness to adapt its offerings slightly to meet local regulatory and consumer preferences, including specific flavor releases for certain markets.
- Marketing and Branding: Marketing efforts are tailored to resonate with local cultures while maintaining the brand's core "Live Fit" lifestyle messaging. This includes specific digital campaigns and partnerships in new markets.
- Distribution Strategy: The company employs a methodical, country-by-country approach, first securing strong local distribution partners before undertaking broad-scale launches.
Conclusion
While Celsius's roots are firmly in the US, the idea that Celsius is only sold in the US is now outdated. The company's rapid and methodical international expansion, particularly since 2024, has made its functional energy drinks available in a growing number of countries across North America, Europe, and Oceania. With strategic distribution partnerships and a brand message that appeals to wellness-minded consumers globally, Celsius is actively challenging the market dominance of its competitors and cementing its position as a major international player in the energy drink space.
Visit the official Celsius website to learn more about their products and company.
