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Celsius targets increased US availability of functional water portfolio

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Celsius Holdings is poised to expand the US presence of its namesake fitness water range, through a raft of distribution agreements in the country with Anheuser-Busch, MillerCoors and Keurig Dr Pepper.

Celsius owns a range of original and natural water variants, under its namesake brand

Celsius owns a range of original and natural water variants, under its namesake brand

The company, which owns the nine-strong Celsius Original range of carbonated and still waters, said late last week that it has increased its tie-up with the Anheuser-Busch wholesaler network to six companies. At the same time, another four wholesalers in Keurig Dr Pepper's network have come on board, along with two from MillerCoors.

Among the new states that will open up to Celsius are North and South Carolina.

"We have made tremendous progress in building out our direct-store-distribution network, which now includes members from three of the largest strategic distribution partners that cover several of the largest markets in the country," said CEO John Fieldly. "We continue to garner significant interest from the best distributors in the country, further supporting our momentum and broadening our retail availability into 2019.

"We see great opportunity to leverage our partners' networks and drive further availability of our products."

The new distributors comprise:

  • Pepin Distributing, Hensley Beverage Co and Tri-City Beverage from Anheuser-Busch
  • LDF Sales & Distribution and DET from MillerCoors
  • Carolina Beverage, Piedmont Beverage, Quality Beverage and Choice Beverage USA from Keurig Dr Pepper

Independent wholesaler All Brands Distribution will also take on the Celsius portfolio.

The company, which was founded in 2004, also used last week's announcement to highlight the recent launch of Celsius Heat, a 16oz variant that contains 100mg more caffeine than Celsius original. "Celsius Heat was developed for those seeking a trainer-grade version of Celsius versus the Original Line, which is sold in a smaller can package and appeals to the masses as an active lifestyle brand," the firm said.

In late-2017, Celsius began the roll-out to China of locally-produced versions from the range.

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