A Global Expansion for a Fitness-Focused Brand
Celsius has made a name for itself in the functional beverage category, positioning itself as a healthier alternative to traditional energy drinks. Originally gaining significant traction in the United States, the brand has been on an aggressive international expansion path, particularly since 2024. Its strategy involves leveraging strong distribution partnerships with companies like PepsiCo and Suntory to enter strategically important markets around the world. This has resulted in a rapidly growing footprint, offering consumers from different continents access to its range of zero-sugar, vitamin-enriched drinks. While the United States remains its largest market, international sales are becoming an increasingly important part of the company's business model.
North America: The Home Market and a Major Neighbor
The United States is the primary market for Celsius, where the brand has established itself as a top-tier energy drink competitor. However, its North American presence extends further north with a significant launch in Canada. In January 2024, Celsius expanded its reach into the Canadian market through a distribution agreement with PepsiCo. This partnership was a crucial step, using PepsiCo's established network to bring the brand to a large new consumer base. The move positioned Celsius to replicate its US success in a neighboring country with similar consumer trends.
Europe: A Key Target for Growth
Europe has been a major focus for Celsius's recent international push, with several strategic market entries throughout 2024 and 2025. The company's partnerships, particularly with Suntory, have been vital for this expansion.
- United Kingdom and Ireland: Sales and distribution in these countries began in the second quarter of 2024 via Suntory Beverage & Food Great Britain and Ireland.
- France: Following the UK and Ireland, Celsius announced its expansion into France in April 2024, with distribution ramping up throughout 2025. The company even signed an exclusive partnership with a French tennis player to build brand presence.
- Belgium and Luxembourg: As part of its Benelux expansion, Celsius announced its entry into these markets in March 2025, also in partnership with Suntory.
- Netherlands: Continuing its growth in the Benelux region, Celsius announced its launch in the Netherlands in May 2025.
- Scandinavia: Celsius has a historical presence in Nordic countries like Sweden, Finland, and Norway. An expansion in Finland proved successful and informed future international strategies.
Oceania: New Horizons Down Under
In 2024, Celsius established its presence in the Oceania region, tapping into a new market of active and health-conscious consumers. The company formed a partnership with Suntory Oceania for the manufacturing, sales, and distribution of its drinks in both Australia and New Zealand. The initial launch took place in the fourth quarter of 2024, with accelerated growth planned for 2025.
Other Markets and Online Availability
While the United States, Canada, Europe, and Oceania are key markets for official launches, Celsius has also had varying degrees of presence in other regions. An older social media post from 2021 mentioned availability in specific Asian markets, such as China, Hong Kong, and Malaysia, though the current status may vary. For consumers outside of official retail markets, several third-party online platforms, such as Ubuy and Daraz, import and sell Celsius products, making them accessible in countries like Pakistan. These channels, however, may not offer the full range of products or flavors available in official territories.
Global Market Overview: Official vs. Online Availability
| Region | Official Availability | Distribution Partner | Online Availability (via 3rd Party Importers) |
|---|---|---|---|
| North America | United States, Canada | PepsiCo (Canada) | Widespread |
| Europe | UK, Ireland, France, Belgium, Luxembourg, Netherlands, Sweden, Finland, Norway | Suntory Beverage & Food Europe | Variable |
| Oceania | Australia, New Zealand | Suntory Oceania | Low to None |
| Asia | Some historical presence (China, Hong Kong, Malaysia, Kuwait, Bermuda) | Variable | Significant (e.g., Ubuy, Daraz) |
| Latin America | Limited to online | N/A | Available via importers like Ubuy |
The Future of Global Expansion
Celsius Holdings has indicated that it plans to continue its international growth at a steady pace, targeting strategically important markets. The company is leveraging its proven success formula and strong distribution networks to establish a robust and passionate consumer base in new regions. Its second-quarter 2025 results show that this strategy is gaining momentum, with international revenue climbing significantly. The company is also deepening ties with global partners like Suntory to strengthen local distribution and retail presence. The future for Celsius looks geared toward further penetrating both existing and new markets, with a long-term goal of increasing international sales as a percentage of total revenue. For further details on the company's financial performance and expansion plans, you can visit the Celsius Holdings Investor Relations website.
Conclusion
Celsius has evolved from a US-centric brand to a significant global player in the energy drink market. Its strategic expansion, particularly throughout 2024 and 2025, has successfully introduced the brand to key markets in North America, Europe, and Oceania. With strong distribution partners like PepsiCo and Suntory, the brand is solidifying its international footprint. While online retailers can provide access in some non-official markets, Celsius’s measured and strategic approach to direct market entry signals continued global growth in the years to come, confirming its status as a major competitor on the world stage.
