Celsius Holdings has overhauled its US structure and executive team, placing its core brands under the leadership of dedicated presidents.
In a statement, the Nasdaq-listed beverage company said the move would put its domestic operations into three brand-led business units: Celsius, Alani Nu and Rockstar Energy & Emerging Growth.
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Each division will be led by a president accountable for brand strategy and performance, backed by marketing, sales, operations and administrative functions.
The new set-up is designed to help “accelerate growth, sharpen commercial focus and support faster execution across its scaled total energy portfolio”, Celsius Holdings said.
In August, the company announced the departure of then president and COO Eric Hanson. Tyler Bohannon, executive vice-president of North American sales, was moved to the position of chief commercial officer.
The new, divisional changes were announced alongside Celsius Holdings’ third-quarter results, which highlighted contrasting performances across its three core brands.
The changes to the executive team include the appointment of Alex Zigliara as president of the namesake Celsius brand. He joins from Fiji Water, where he was global president and led the brand’s global strategy and operations.
Rishi Daing, Celsius Holdings’ chief marketing officer, has been named president of Rockstar Energy & Emerging Growth. In his new capacity, Daing will lead Rockstar alongside the group’s non-RTD energy items and functional beverages.
PepsiCo-backed Celsius Holdings is still searching for a president to lead Alani Nu.
John Fieldly remains chairman and CEO, with the brand presidents reporting directly to him.
He said: “We have built Celsius Holdings into a scaled, multi-brand total energy portfolio, with three powerful brands that each have distinct roles, consumer segments and opportunities for growth.
“This new brand-led structure is the next step in how we align the Company to capture those opportunities, bringing our leaders closer to the brands and consumers they serve, while leveraging the strength and enterprise capabilities of Celsius Holdings to drive strong execution at retail.”
Despite the operational split, the beverage company added the three units will remain anchored to a single “connected Celsius Holdings platform”, sharing marketing, sales, operations and corporate resources.
Celsius brand revenue fell around 6% year-on-year to $356.8m in the three-month period ended 30 September. The company attributed the fall to “SKU optimisation initiatives” as well as “shipment timing related to inventory rebalancing, and softness in the club channel”.
Alani Nu revenue rose about 24% to $410.1m, helped by wider distribution through the PepsiCo DSD system and the “successful release” of Witch’s Brew limited-time flavours.
Rockstar Energy, acquired in the US and Canada in August 2025, contributed $80.3m in the quarter.
Group revenue in the third quarter rose 16.8% year-on-year to a “record” $847.2m. North America sales grew 15% to $806.2m, while international revenue climbed 78% to $41m.
Quarterly net income totalled $127m, against a loss of $61m a year earlier. Diluted EPS came in at $0.39, compared with a loss of $0.27 per share.
Fieldly added: “With today’s brand-led leadership appointments, including welcoming Alex Zigliara to lead brand Celsius and appointing Rishi Daing to lead Rockstar Energy & Emerging Growth, we are further strengthening execution against our priorities: realising the benefits of our integrated platform, improving margins through revenue growth management, supply chain and cost initiatives, and positioning each brand for sustainable growth.”
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