Question · Q4 2025
Kevin Grundy inquired about quantifying the estimated distribution gains for the overall energy category, identifying where the shelf space gains for Alani (triple digits) and Celsius (17%) are being sourced from, and how to holistically assess velocity growth for both brands in 2026 given the strong innovation pipeline and TDP gains.
Answer
Chairman and CEO John Fieldly explained that the energy category's growth as a percentage of LRB is leading retailers to expand space, often optimizing beer or juice coolers. He noted that while Alani's expansion into new regions and channels might initially result in lower velocities, the focus is on building frequency and daily consumption. He stressed that gaining distribution is the first step, followed by marketing and LTOs to drive trial and awareness, ultimately building velocity over time.
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