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Neil Kimberley, profile picture
Subido porNeil Kimberley
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Celsius Energy Drink Presentation for CAGNY 2026

Overview of Celsius Holdings' market position, growth strategy, product portfolio, for Celsius Energy Drink. Celsius is in rapid growth as it acquired Alani Nu and Rockstar. Celsius is distributed by Pepsi in the US and UK.

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FEBRUARY 2026 In conjunction with moderate fitness activity, Celsius is clinically proven to accelerate metabolism and burn body fat CAGNY
FORWARD-LOOKING STATEMENTS This investor presentation contains statements by Celsius Holdings, Inc. (“Celsius”, “we”, “us”, “our” or the “Company”) that are not historical facts and are considered forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements may address, among other things, our prospects, plans, business strategy and expected financial and operational results. You can identify these statements by the use of words such as “anticipate,” “believe,” “could,” “estimate,” “expect,” “intend,” “may,” “should,” “will,” “would”, ”could”, ”project”, ”plan”, “potential”, ”designed”, “seek”, “target”, variations of these terms, the negatives of such terms and similar expressions. These statements are based on certain assumptions that we have made in light of our experience in the industry as well as our perceptions of historical trends, current conditions, expected future developments and other factors we believe are appropriate in these circumstances. These forward-looking statements are based on our current expectations and beliefs concerning future developments and their potential effect on us. You should not rely on forward-looking statements because our actual results may differ materially from those indicated by forward-looking statements as a result of a number of important factors. These factors include, but are not limited to: changes to our commercial agreements with PepsiCo, Inc.; management’s plans and objectives for international expansion and global operations; general economic and business conditions; our business strategy for expanding our presence in our industry; our expectations of revenue; operating costs and profitability; our expectations regarding our strategy and investments; our ability to successfully integrate business that we may acquire; our ability to achieve the benefits that we expect to realize as a result of our acquisitions; the potential negative impact on our financial condition and results of operations if we fail to achieve the benefits that we expect to realize as a result of our business acquisitions; liabilities of the businesses that we acquire that are not known to us; our expectations regarding our business, including market opportunity, consumer demand and our competitive advantage; anticipated trends in our financial condition and results of operation; the impact of competition and technology change; existing and future regulations affecting our business; the Company’s ability to comply with the rules and regulations of the Securities and Exchange Commission (the “SEC”); and those other risks and uncertainties discussed in the reports we have filed with the SEC, such as our Annual Report on Form 10-K, Quarterly Reports on Form 10-Q and Current Reports on Form 8-K. Forward- looking statements speak only as of the date the statements were made. We do not undertake any obligation to update forward-looking information, except to the extent required by applicable law. USE OF NON-GAAP MEASURES Celsius defines Adjusted EBITDA as net income before net interest income, income tax expense (benefit), and depreciation and amortization expense, further adjusted by excluding stock-based compensation expense, foreign exchange gains or losses, distributor termination fees and legal settlement costs. Adjusted EBITDA Margin is the ratio between the Company’s Adjusted EBITDA and net revenue, expressed as a percentage. Adjusted diluted earnings per share is GAAP diluted earnings per share net of add backs and deductions for distributor termination, legal settlement costs, reorganization costs, acquisitions costs, and penalties. Adjusted EBITDA, Adjusted EBITDA Margin, and Adjusted diluted earnings per share are non-GAAP financial measures. Celsius uses Adjusted EBITDA, Adjusted EBITDA Margin, and Adjusted diluted earnings per share for operational and financial decision-making and believes these measures are useful in evaluating its performance because they eliminate certain items that management does not consider indicators of Celsius’ operating performance. Adjusted EBITDA, Adjusted EBITDA Margin, and Adjusted diluted earnings per share may also be used by many of Celsius’ investors, securities analysts, and other interested parties in evaluating its operational and financial performance across reporting periods. Celsius believes that the presentation of Adjusted EBITDA, Adjusted EBITDA Margin, and Adjusted diluted earnings per share, provides useful information to investors by allowing an understanding of measures that it uses internally for operational decision-making, budgeting and assessing operating performance. Adjusted EBITDA, Adjusted EBITDA Margin, and Adjusted diluted earnings per share are not recognized terms under GAAP and should not be considered as a substitute for net income or any other financial measure presented in accordance with GAAP. Non-GAAP financial measures have limitations as analytical tools and should not be considered in isolation or as substitutes for analysis of Celsius’ results as reported under GAAP. Celsius strongly encourages investors to review its financial statements and publicly filed reports in their entirety and not to rely on any single financial measure. Because non-GAAP financial measures are not standardized, Adjusted EBITDA, Adjusted EBITDA Margin, and Adjusted diluted earnings per share as defined by Celsius, may not be comparable to similarly titled measures reported by other companies. It therefore may not be possible to compare Celsius’ use of these non-GAAP financial measures with those used by other companies. NO OFFER OR SOLICITATION This presentation shall not constitute or form part of an offer to sell or the solicitation of an offer to buy any securities of the Company, nor shall there be any sale of any securities of the Company in any state or jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such state or jurisdiction. INDUSTRY AND MARKET DATA Unless otherwise indicated, information contained in this presentation concerning our industry, competitive position and the markets in which we operate is based on information from independent industry and research organizations, other third-party sources and management estimates. Management estimates are derived from publicly available information released by third-party sources, as well as data from our internal research, and are based on assumptions made by us upon reviewing such data, and our experience in, and knowledge of, such industry and markets, which we believe to be reasonable, but we have not independently verified the accuracy of this information. Any industry forecasts are based on data (including third-party data), models and experience of various professionals and are based on various assumptions, all of which are subject to change without notice. In addition, projections, assumptions and estimates of the future performance of the industry in which we operate and our future performance are necessarily subject to uncertainty and risk due to a variety of factors, including those described in “Forward-Looking Statements.” These and other factors could cause results to differ materially from those expressed in the estimates made by the independent parties and by us. 2 SAFEHARBOR& NON-GAAPMEASURES
JOHN FIELDLY CHAIRMAN & CHIEF EXECUTIVE OFFICER
1 2 3 C E L S I U S H O L D I N G S , I N C . | C A G N Y I N V E S T O R P R E S E N TAT I O N 4 5 WE OPERATE IN A RAPIDLY GROWING CATEGORY WE ARE CAPITALIZING ON EVOLVING CONSUMER TRENDS THAT ARE DRIVING INCREASED DEMAND WE HAVE A LEADING TOTAL ENERGY PORTFOLIO THAT IS POSITIONED TO WIN WE HAVE AN EVOLVED, SCALED OPERATING MODEL WE ARE WELL POSITIONED FOR CONTINUED GROWTH & IMPROVING PROFITABILITY 4 WHYCELSIUSHOLDINGS
Multi-year journey focused on scale, capability building, and long-term value creation SINGLE BRAND TO SCALED BRAND PLATFORM 2004 NEW DISTRIBUTION MODEL WITH PEPSICO ACQUIRED BIG BEVERAGES ACQUIRED ALANI NU BECAME PEPSICO’S ENERGY CAPTAIN & ACQUIRED ROCKSTAR ENERGY BRAND IN THE U.S. & CANADA ELEVATED LEADERSHIP TEAM WITH APPOINTMENTS OF PRESIDENT & COO, CMO & PRESIDENT, INTERNATIONAL BEGAN TRANSITION OF ALANI NU TO PEPSICO DISTRIBUTION FOUNDED INTERNATIONAL LAUNCH 2009 2017 MODERNIZED BRANDING 2022 2024 2025 5
A LEADINGportfolioof category-definingbrands 6 TOTALenergy PORTFOLIO PREMIUM BRANDS FUNCTIONAL ingredients 6
C O N F I D E N T I A L | P R E S E N T A T I O N S P E C I F I C N A M E ~20% 2025 ENERGY DRINK MARKET SHARE +8% SHARE VS. A YEAR AGO 99.5% ACV 250k+ TRACKED U.S. RETAIL OUTLETS SOLD IN OVER ANNUAL U.S. RETAIL SALES GROWTH PORTFOLIO IN RTD ENERGY ENERGY PORTFOLIO IN THE U.S. Source: All Figures Representative of Total CELH Portfolio; Circana TOTAL US MULO+ w/C Calendar Year 2025 Ending 12-28-25 A LEADINGENERGYPOWERHOUSE $5.2B #2 #3 7
SUGAR ZERO SUGAR traditional energy Modern energy TRANSACTIONAL UTILITY IMPULSE EnergyCATEGORYis evolving DAILY ROUTINE LIFESTYLE & WELLNESS EXPERIENCE & FLAVOR 8
Energyis powering Liquidrefreshmentbeverage growth,led by zerosugar Source: Circana TOTAL US MULO+ w/C Calendar Year 2025 Ending 12-28-25 +$6.2B 2025 yOy Total LRB Growth 85% Of total energy growth CAME from zero sugar 52% TotalGrowth Of TOTAL LRB GROWTH CAME FROM ENERGY 9
Source: Figures Representative of Total CELH Portfolio; Circana TOTAL US MULO+ w/C Calendar Year 2025 Ending 12-28-25 CELSIUSCONTINUESTO DRIVEzeroSUGARGROWTH 33% 24% 22% 16% 5% 2025 RTD ENERGY % OF ZERO SUGAR GROWTH ALL OTHER 10
11 Source: Celsius Consumer Study (Base: Male n=190; Female n=322, Q5. When did you typically consume ... ? Consume energy earlier in the day CONSUMPTIONIS ROUTINE DRIVEN Consume energy later in the day CONSUMPTIONIS impulseDRIVEN MALE ENERGY CONSUMER FEMALE ENERGY CONSUMER 11 THE NEED FOR ENERGY IS UNIVERSAL
Consume energy drinks as a social drink3 Consume energy drinks with a meal3 Source: (1) Mintel: Energy Drink Foodservice Report (2) Circana Receipt Panel Omnichannel L13W ending 12-28-25 (3) Celsius Consumer Study (N=273), Q3. When do you typically drink caffeinated energy drinks? 12 33% 37% FUNDAMENTAL SHIFT TO EVERYDAYCONSUMPTION More often of consumers are drinking energy drinks on more occasions1 of energy drink growth is from increased frequency among existing buyers2 32% 51% more occasions 12
#3 LRB GROWTH COMPANY WITH RETAIL SALES +22.4% IN 2025 Expanded retail share by nearly +300 bps since 2021, reaching 4.1% of lrb Source: Circana TOTAL U.S. Bev and RTD ENERGY MULO+ w/C Ending 12-28-25 Parent Company Rollup; US Tracked Retail Sales Only | Private Label Excluded Note: Third-party brand names, logos, and trademarks appearing in this presentation are the property of their respective owners. Their use is for informational and comparative purposes only and does not imply endorsement, affiliation, or sponsorship by or with Celsius Holdings, Inc. 2025 FULL YEAR BEVERAGE RANKINGS (Parent company) Rank Parent Company $Retail Sales (Billions) Contribution to 2025LRB Growth 1 $30.85 15.1% 2 $26.73 - 3 $14.65 6.6% 4 $9.80 10.3% 5 $9.43 12.9% 6 $5.41 12.6% 7 $5.38 1.2% 8 $2.63 0.1% 9 $2.47 3.7% 10 $1.93 - 13 WE ARE A TOP10 LRB COMPANY
Ourbrandsdrive CULTURALRELEVANCE music Fashion lifestyle Fitness wellness A MULTI-BRANDPLATFORM SERVING DISTINCT CONSUMERS,OCCASIONS AND ENERGY NEEDS 20% SHARE sports Source: Figures Representative of Total CELH Portfolio; Circana TOTAL US MULO+ w/C Calendar Year 2025 Ending 12-28-25 14
A SCALABLE, BRAND-BUILDINGPLATFORM A POWERFUL, CONNECTEDSYSTEM THAT CONVERTSINSIGHT INTO EXECUTIONAND DURABLE GROWTH Turns insights into innovation and marketing that build consumer demand and loyalty Innovation& MARKETING Balances growth and profitability while feeding real-time performance back into planning RevenueManagement Consumerinsights Grounded in real consumer behavior to define where growth will come from Sales&RetailExecution Ensures strategy wins at retail through distribution, displays and execution OperationalExcellence Removes friction so demand converts into reliable, repeatable revenue 15
ENHANCEDPEPSICOPARTNERSHIPprovides DEEPERDISTRIBUTIONREACH&StrategicCONTROL CELSIUS leads brand and portfolio strategy PEPSICO Drives scale and execution 16
Allowingus tobetterserve retailersandconsumers A PORTFOLIO-LED APPROACH IMPROVES AVAILABILITY, CHOICE AND CONSISTENCY 17 BETTER AVAILABILITY &ACCESS EXPANDED ASSORTMENT STRONGRetail Outcomes >25% Increased shelf space by +13K Increased cooler placements Source: Figures Representative of Total CELH Portfolio; Celsius Internal Space Study | Circana TOTAL US MULO+ w/C Calendar Year 2025 Ending 12-28-25 +6% Increased velocity 17 CLUB CONVENIENCE DOLLAR DRUG ON-PREMISE GROCERY
OF TOTAL LRB SALES1 VS. 14% 5 YEARS AGO MORE OCCASIONS AND FORMATS ARE FUELING INCREMENTAL SHELF SPACE ACROSS CLUB, LARGE, SMALL AND FOODSERVICE And Unlocksnew channel & SHELF SPACEopportunity +17% YOY GROWTH IN SHELF SPACE ALLOCATION FOR CELSIUS IN 20262 +102% YOY GROWTH IN SHELF SPACE ALLOCATION FOR ALANI NU IN 20262 19% ENERGY REPRESENTS LEADING TO INCREASED SHELF SPACE…. 18 Source: (1) Circana TOTAL US MULO+ w/C Calendar Year 2020 Ending 01-03-21, 2025 Ending 12-28-25 (2) Internal company reporting (as of December 31, 2025)
Provengrowthstrategy withdisciplinedexecution PLACES OFTEN PEOPLE Executing our growth strategy in an evolved way MORE MORE MORE 19
A GROWINGleadershipteam built to scale Eric Hanson President & Chief Operating Officer Rishi Daing Chief Marketing Officer Garrett Quigley President, International Tony Guilfoyle Chief Customer Officer JoBeth Fink Chief Creative Officer Kyle Watson Chief Brand Officer StrategicExternal HireswithDeepCPG Experience ProvenLeaders TakingonExpanded Roles 20 NOTABLE ADDITIONS AND UPDATES
KYLE WATSON CHIEF BRAND OFFICER
Celsiusconsumers areINCREASINGconsumptionFREQUENCY 52% Repeaters purchase 5x or more +7% v Q4 2024 22 Source: Circana Receipt Panel Omnichannel L13W ending 12-28-25
NEW to categoryconsumers aredrivinggrowth of 2025 energy drink growth was driven by new consumers entering the category1 FEMALECONSUMERS Women ages 18–24 are twice as likely to purchase energy drinks multiple times per week than any other age group2 NEWCONSUMERS HispanicCONSUMERS Hispanic consumers are driving category growth, ranking #1 in trip growth at +10.6%1 31% 2X #1 23 Source: (1) Circana Receipt Panel Omnichannel L52W ending 12-28-25 (2) YouGov Profiles USA
73% 24 CelsiusInnovationdrivesDemand by MeetingModernEnergyNeeds Source: Celsius Consumer Study (N=518) Q. What factors do you consider when choosing to purchase/drink CELSIUS over other brands? Choose CELSIUS for its flavorful experience Choose CELSIUS for its effective energy boost Choose CELSIUS for its better-for-you ingredients Choose CELSIUS for its functional benefits 50% 48% 42% NEEDS OF THE MODERN ENERGY CONSUMER FLAVOR DEFINES EXPERIENCE ENERGY FOR THE BODY AND MIND A BETTER-FOR-YOU BEVERAGE CHOICE FUNCTIONAL BENEFITS 24
20% SHARE Source: Circana TOTAL U.S. MULO+ w/C, RTD Energy L4W Ending 12-28-25 10.6% SHARE 7.2% SHARE 2.2% SHARE 25 Acceleratinggrowth throughModernEnergy
Female consumer Sports Music Daily Treat Performance Social Male consumer Gender balanced 70% 71% Focus | Workout | Lifestyle TOTAL ENERGYportfolioservingmultiple consumerneeds & moments Source: Celsius Consumer Studies N=1,500 26
27 PoweringPerformance inModernEnergy PERFORMANCE Fitness-first positioning built for workouts and daily movement Function Sustained energy, zero sugar, metabolism support FLAVOR INNOVATION Fruit-forward, crisp flavors 27 CONSUMER Active, health-conscious consumers fueling performance
28 Thrives on 3 Pillars FLAVOR Nostalgic, craveable, iconic FUN Escapism, fueled by design Fans Passionate, dedicated community UnmatchedSOCIAL Engagement Shifted An Entirecategory #4inEnergy IgnitingA neweraof energy 70%WomenAGE18-44 27x 41x >10x Source: (1) Circana TOTAL U.S. MULO+ w/C, RTD Energy L52W ending 12-28-25 (2) Numerator survey, TTL market, L26W pe OCT 6, 2024 (3) Tribe Dynamics, Instagram Engagement Rate as of 2-10-26 1 2 3 28 > >
LONGLASTING CULTURALIMPACT • 71% Male / 29% Female • Targeted energy for distinct occasions: sports, music, gaming • Caters to a $17.8 billion core energy market DistinctPortfolio Positioning 25 years of category relevance Powering a new era of high-performance lifestyles Signature flavors and time-tested ingredients appealing to the next generation energy consumer Source: (1) Circana TOTAL U.S. MULO+ w/C, Legacy RTD Energy L52W Ending 12-28-25 (2) Celsius Consumer Studies N=1,500 1 2 NextGenerationenergy forthecoreEnergyCONSUMER 29
A SYSTEM BUILT TO COMPOUNDDEMAND When awareness, trial and loyalty reinforce each other, demand compounds over time AWARENESS Brand storytelling Cultural relevance Portfolio visibility TRIAL Distribution & placement Promotions & LTOs Right product, right moment FREQUENCY More daily occasions Routine formation Repeat purchasing LOYALTY Product experience Zero sugar & functional benefits Lifestyle alignment 30
BUILTTOWININ modernenergy 31 Energyisbecominga partofdailyroutines CELSIUSdeeplyunderstandstoday’sconsumer category-disruptingPowerhouseINMODERNENERGY OURportfolioisintentionallydesignedWITHEACH BRANDPLAYINGA CLEARROLE 31
ERIC HANSON PRESIDENT & CHIEF OPERATING OFFICER
Provengrowthstrategy withdisciplinedexecution PLACES OFTEN PEOPLE Executing our growth strategy in an evolved way MORE MORE MORE 33
theBusinessIsEvolving to Drivethe Next Phaseof Growth Integrated COMMERCIAL STRATEGY ELEVATING OUR EXECUTIONAL CAPABILITIES BUILDING FOR THE FUTURE 34
Broader consumer and occasion coverage Portfolio-led planning and prioritization Brand and channel-specific execution within one system Revenue growth management – volume, price, mix Scale through operating leverage and system efficiency 35 EVOVLINGFROMA SINGLEBRAND TO A MULTI-BRANDPORTFOLIO
BIG BRANDSTO MEGABRANDS • Strong consumer resonance • Category momentum BIG BRANDs scaled BRANDs • Expanded occasions • Broader distribution • Portfolio leverage MEGA BRANDs • Multi-occasion relevance • System-enabled execution • Strong, profitable growth 36
Executingthe COMMERCIAL growthplaybookin 2026 AUTHENTIC brand-first marketing ADAPTIVE insights-led innovation LEADING with highest performing SKUs EXECUTIONAL excellence at retail NON-TRADITIONAL channel growth 37
Revenuegrowthmanagement poweringthe next phaseof Growth C E L S I U S H O L D I N G S , I N C . | C A G N Y I N V E S T O R P R E S E N TAT I O N ENABLING • Efficient investment decisions • Consistency and predictability as the business scales • Accelerated growth that is sustainable and profitable delivering • More efficient deployment of commercial investment • Stronger alignment across brands, channels and customers • A scalable foundation for strong, profitable growth Pricing Architecture Pack & Mix Optimization Promotion & Trade Effectiveness Channel & Customer Strategy Investment Allocation & ROI Data, Analytics & Governance 38
TOGETHER We are unlocking the full performance potential of CELSIUS, Alani Nu and Rockstar Energy in the fastest-growing beverage category • Modern Energy category leadership • Deep consumer & shopper insights • Clear brand & commercial strategy • Proven shelf execution playbook • Powerful DSD scale • Broad channel & geographic reach • Best-in-class in-store execution • Deep retailer relationships & access 39 Energycaptaincy acceleratinggrowth
alignedcommercialstrategy 40 COMMERCIALSTRATEGY EXECUTION PLAYBOOK
Buildingforthefuture Shopper marketing Marketing operations Brand marketing category development Commercial planning Fieldsales Salesteam Brandstudio 41
METHODICALAPPROACHTO INTERNATIONALGROWTHin 2026& beyond DEDICATED& GROWINGTEAM Strategic distributor partnerships centerof excellence 42
GROWTHSTRATEGYFOCUSEDONREACHING MOREPEOPLEINMOREPLACES,moreoften AMULTI-BRANDPORTFOLIOELEVATESOUR COMMERCIALMODEL PEPSICOCAPTAINCYDRIVESUPLEVELEDEXECUTION OURCAPABILITIESCREATEASTRUCTURALADVANTAGE WEAREBUILDINGFORTHEFUTURE BUILTforwhat’snext 43
1 2 3 4 5 WE OPERATE IN A RAPIDLY GROWING CATEGORY WE ARE CAPITALIZING ON EVOLVING CONSUMER TRENDS THAT ARE DRIVING INCREASED DEMAND WE HAVE A LEADING TOTAL ENERGY PORTFOLIO THAT IS POSITIONED TO WIN WE HAVE AN EVOLVED, SCALED OPERATING MODEL WE ARE WELL POSITIONED FOR CONTINUED GROWTH & IMPROVING PROFITABILITY 44 WHYCELSIUSHOLDINGS