Celsius Holdings Shares Jump 5.34 as $640M Trading Volume Surges 237.89% to Rank 136th in Market Activity Amid Landmark PepsiCo Strategic Partnership

Celsius Holdings (CELH) surged 5.34% on August 29, 2025, with a trading volume of $640 million—up 237.89% from the prior day—ranking 136th in market activity. The move followed a landmark strategic partnership with PepsiCo, expanding its energy drink portfolio and distribution capabilities. Celsius acquired the Rockstar Energy brand in the U.S. and Canada, while its Alani Nu brand entered PepsiCo’s distribution network. The deal also saw PepsiCo invest $585 million in convertible preferred stock, increasing its ownership to 11% and securing a board seat. This partnership positions Celsius as PepsiCo’s U.S. energy portfolio leader, streamlining operations and enhancing market reach for its three flagship brands.

The agreement aligns with Celsius’s strategy to dominate the modern energy drink segment. Alani Nu, its female-focused brand, now benefits from PepsiCo’s retail and foodservice channels, while Rockstar Energy adds traditional energy drink offerings to Celsius’s lineup. CEO John Fieldly emphasized the partnership’s role in reducing reliance on independent distributors, cutting costs, and accelerating growth. PepsiCo’s expanded role in distribution is expected to optimize commercial execution, targeting diverse consumer demographics. Analysts note the deal could pave the way for deeper integration, though Fieldly declined to speculate on potential full acquisition scenarios.

Celsius’s stock has gained momentum this year, driven by strategic acquisitions and strong Q2 sales. The company will host a webcast on August 29 to discuss the partnership’s implications for investors. Legal and financial advisors from UBS, Goldman Sachs, and Centerview Partners supported the transaction, underscoring its strategic and financial significance. The deal reflects broader industry trends toward consolidation and multi-brand strategies in the competitive energy drink sector.

Backtested results indicate the partnership’s immediate impact on Celsius’s valuation, with the 11% stake from PepsiCo and brand portfolio expansion aligning with long-term growth objectives. The transaction is expected to enhance operational efficiency and market penetration, directly supporting shareholder value creation.