Celsius (CELH) 45th Annual William Blair Growth Stock Conference summary

Key themes and market positioning

• Portfolio includes disruptive, premium brands Celsius and Alani Nu, driving over 50% of energy category growth last year.

• Holds 16.6% U.S. market share, now closer to the number two position, with Celsius sold in over 241,000 outlets and Alani Nu tracking in the low 80% ACV range.

• Both brands are positioned at the intersection of health, wellness, and functional beverage trends, with sugar-free and female-focused segments leading growth.

• Alani Nu acquisition expands the addressable market, targeting a younger, predominantly female demographic with differentiated products.

• Both brands have high repeat rates and loyal consumer bases, leveraging innovation and marketing to drive frequency and reach.

Growth strategy and innovation

• Focused on expanding consumer base, increasing distribution, and driving higher consumption frequency through initiatives like limited time offerings and the new LIVE. FIT. GO. marketing campaign.

• Shelf space for Celsius increased by 15-20% in 2024, with further distribution opportunities for Alani Nu anticipated.

• Innovation includes new hydration products, on-the-go sticks, and exploration of lower caffeine options to broaden appeal.

• Vertical integration with the acquisition of Big Beverage manufacturing facility aims to improve margins and supply chain flexibility.

• Investment in technology, AI tools, and a global center of excellence in Dublin to support international expansion and operational efficiency.

Financial performance and integration

• Combined pro forma 2024 net revenue approached $2 billion, with gross profit margin around 48%.

• Alani Nu delivered $600 million in net revenue in 2024, growing 46% year-over-year and currently at triple-digit growth.

• Full integration of Alani Nu expected within 24 months, with anticipated margin improvement as scale and operational synergies are realized.

• Strong cash generation and disciplined capital allocation, with a focus on reducing leverage and maintaining robust liquidity.

• Continued evaluation of M&A opportunities, but priority remains on successful integration of Alani Nu.