US-based Celsius Holdings has struck a deal to sell and distribute its namesake energy drinks in Belgium and Luxembourg, expanding its presence in Europe.
The agreement sees it partner with Suntory Holdings’ regional Suntory Beverage & Food business.
Celsius will launch four flavours in Belgium and Luxembourg this year: mango lemonade, kiwi guava, Peach Vibe and Arctic Vibe.
The company described the move in a statement as “another key step in the brand’s global expansion”.
“Belgium and Luxembourg represent an exciting opportunity for Celsius as we continue expanding into new markets,” Celsius chief commercial officer Tony Guilfoyle said.
“We have solid international growth momentum, and we are eager to bring the brand to even more consumers who are looking for a better-for you energy alternative to traditional, sugary beverages, in more places.”
Celsius started working with Suntory Beverage & Food last year to sell its zero-sugar, low-sodium energy drinks in France, Ireland and the UK.
The business also inked a deal with Suntory’s Australian and New Zealand unit in 2024 to produce, sell and distribute its drinks in both countries.
“By adding Celsius to our portfolio, we are offering a wider variety of great-tasting drinks that cater to the evolving preferences of our consumers in Belgium and Luxembourg,” Pierre Decroix, CEO, Suntory Beverage & Food Europe said on the latest agreement.
“We believe that this launch will further strengthen the presence of both Suntory and Celsius in the region and drive growth.”
Earlier this year, the Florida-headquartered company announced a significant acquisition in its home market, with the purchase of Alani Nutrition (Alani Nu), home to a range of zero-sugar energy drinks, snacks, and protein shakes, for $1.8bn.
Kentucky-based Alani Nu will be bought from its co-founders, Katy and Haydn Schneider, as well as Congo Brands’ co-founders, Max Clemons and Trey Steiger.
The company says that, combined, Celsius and Alani Nu would have had pro-forma sales of $2bn in 2024.
