Walk into any college lecture or classroom and you’ll see caffeinated drinks dominating as the beverage of choice: Hot and iced coffees, teas, and, of course, energy drinks. The unmistakable crackle of a tab opening often yields the sight of colorful cans placed next to papers or laptops. In the vast world of energy drinks, Celsius and Alani Nu are top brands for students. Both drinks offer a wide array of fun flavors that have brought them both to the top of the market. Fans have gone back and forth, each vehemently defending their favorite brand. In a shocking move last Thursday, Celsius announced that the company was acquiring Alani Nu, making the final move in this competitive chess game of beloved “healthy” energy drinks.
While other options may seem daunting, Celsius and Alani Nu have perfected the game of appealing energy drinks. Founded in 2004, Celsius is marketed to a more health-conscious audience, including mentions of being “enjoyed by the most elite professional and collegiate athletes in sports all over the world.” With this fitness-forward advertising, Celsius is popular on social media; as Bon Appetit observed, “the product is marketed directly to people between the ages of 18 and 24.” It is no wonder that this drink is so popular in light of the current trend of social media influencers toward a healthier version of the typical caffeinated drink. People like the idea of consuming an energy drink that has zero sugar and claims to boost physical performance, which is why Celsius and Alani Nu are part of their own sub-category within the energy drink aisle.
Founded in 2018, Alani Nu is a “a growing, female-focused brand,” with similar fitness-forward marketing. However, Alani Nu differs from Celsius in that it is geared toward a more specific demographic. The brand endorses lots of young female influencers whose followers are likely to purchase Alani Nu. In fact, the most common type of content on Alani Nu’s social media accounts is UGC (User-Generated Content), supporting social media personalities who promote their products. This type of content is effective for marketing because consumers relate these influencers and are drawn in by the personable and trendy content.
Even though Celsius and Alani Nu undoubtedly reign in the up-and-coming market for “healthier” versions of the normal caffeinated drinks, people are torn over who comes out on top. It seems that fans have passionate preferences over one over the other, as demonstrated by this Reddit thread, debating on which is better. Some users like the natural, fruity-focused flavors of Celsius whereas others affirm that Alani Nu’s more tropical flavors are actually better. Either way, the competition is evident.
Severing the battle between the two energy drinks, the $1.65 billion acquisition happened Thursday, February 20. Alani Nu co-owners Katy Schneider and Max Clemons spoke positively on the momentous event, saying “I have full confidence that they are the best partner to enhance Alani Nu’s growth” and “We believe Celsius can unlock key growth opportunities for Alani Nu” respectively. With the fanbases from both brands now together under one company, sales are expected to grow in the near future.
The acquisition offers several monetary benefits, one being that Celsius will get Alani Nu’s customer platform. As the Wall Street Journal explained, Alani Nu’s endorsement by popular celebrities such as Paris Hilton, Kim Kardashian, and Addison Rae works to pull in an additional fanbase that will be conducive for more sales. Thus, Celsius will grow with this new influx of business, as Alani Nu diehard fans must switch their support and patronage. Alani Nu’s sales have “increased by 78% year over year,” money that will now go toward Celsius. In a two-birds-one-stone move, the growing competition will also be stifled because both companies have the same business goals: “increasing and retaining shelf space and market share amid a tougher consumer environment,” according to Yahoo Finance.
Energy drinks are flexible, convenient alternatives to the typical cup of coffee. Quick to grab on the go and readily available at just about any grocery or convenience store, energy drinks have become a new staple for many lifestyles. With the recent major acquisition of Alani Nu by Celsius,, some readers might be wondering: what does this change mean for fans? Will the signature Alani Nu flavors and branding remain the same, or change with this new branding? We look forward to finding out.
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