The Strategy That Broke Celsius’ 10-Year Slump
Vložit
- čas přidán 16. 05. 2024
- This is the story of how branding, a fresh team, and some luck, took Celsius from a little-known weight loss drink in Florida, to an international energy beverage powerhouse.
Want more Celsius content? Our friends at @AfterEarnings interviewed CEO John Fieldly - we even used a clip in this video! Watch the full piece here: • Celsius Holdings: Buil...
Subscribe to Morning Brew
Sign up for free today: www.morningbrew.com/daily/sub...
Follow The Brew!
Instagram - / morningbrew
Twitter - / morningbrew
Tik Tok - / morningbrew
I am a C-store manager and we carry 16 different Celsius flavors. It’s the top selling drink right now displacing monster and redbull.
“But when you're selling a story, you never know when people might stop buying it.” whoever wrote this last line can have my energy drink
@@MatthewMS. elon is phoney, hypocrite and propagandist.
Haven't seen it in Europe... And that's ironic, since we're all using Celsius for our temps.
It does exist in Europe because it’s Swedish.
It is ironic but at the same time I feel like it works as a brand in the US because we don’t already use the word Celsius often when measuring temp here, so the word represents something almost unique. The opposite would be something like starting a chain of gyms called Fahrenheit in Europe
They're gonna release one for you Europeans called Fahrenheit
It's in parts of Europe. Expanding country by country over time.
Been sold in Sweden for many years now, could be because the brand is founded in Sweden.
For anyone who has not see them in your country. There not really international. Only in a few other countries outside the US, but are expanding internationally as we speak and rolling out.
I’ve previously only seen them in some specialty stores in Hong Kong, but have recently found the cans in convenience stores.
They're in Canada for sure. See em all the time.
Thanks for the ad update. We don’t care
They are everywhere in Sweden, even very rural small stores. They taste terrible and I suspect they are in a massive bubble.
True. When I saw the video thumb the first thing that came to my mind was "Great... another video of an Unitedstatian complaining about a measurement unit that the entire rest of the world uses."
Celsius makes red bull look like child’s play. 200mg caffeine vs 80mg
type of shit to pop your heart lol
Too much all at once isn't really great for focus though, it just makes me feel wired for a little bit and then it crashes. Red bull is more like tea by comparison, a little pick me up that maintains energy levels (though tea is obviously still a little less)
In Canada it’s 140mg, it’s still too much caffeine for me.
200 mg is the same or a bit less than a single tall coffee at Starbucks.
That isn't even that much lol tbh
The last line really hits, props to the writer.
Reminder to not take your company public to avoid some rich asshats from taking it from under you.
I don't drink energy drinks, but respect and credit to the company
I bought Celcius a few cans every week since they started sponsoring Ferrari F1 team. Need to show my support as a tifosi hahaha
very insightful. thank you
Great video, thanks!
Great Video!
They taste pretty good too. I ran in a race and they were handing them out for free and that was my first time hearing of them, turned out the race was sponsored by them. Now I see it everywhere.
It’s pretty rich to call it international. They just recently announced distribution deals in Canada and the UK, the common first steps because they’re both English speaking. In the UK it’s still only available on Amazon or through international grocers, so an import. Any actual distribution hasn’t started yet.
I've been seeing them stocked, and with many poster/card adverts, in my UK chain gym.
I think we're in that in-between phase right now where they've made the deals and the announcement, and it will become more widely seen over the next few months
What do you mean decided to sell it by the single can? What beverages can you not buy by the single at a store?
The C0vid bump was in huge part because of the Red Bull shortage.
personally I find monsters wide selection of flavours and can art to be what actually drew me to drinking them, I never liked the look of red bull cans, I can't even remember if I've had one. But I do know the Rose flavour goes hard and the Paradise flavour is one I tried recently, I was pleasantly surprised to find It tasted exactly like my favourite sweet, apple pencils. I also just really like anything apple, my favourite alcohol to drink is cider; I used chug apple juice so much.
Unless another drink makes similar flavours then I'm probably not going to buy.
I also take forever to finish a can partly because they are big but because the flavours overwhelming (in a good way) and I just sip it over the day.
Monster is gross only one that's good is the tea ones and the lemonade, but then again same with celcius only the peach is good the rest are disgusting
Hell I didn’t even know those were energy drinks, but that definitely explains why I liked them!
For 10+ years I have had a love for the monster sugar free black can with blue lettering. I don’t think there is a flavor name but they have their hooks 🪝 deep in me.
Maybe Celsius did make a comeback but this video still feels like a giant ad for Celsius.
Banger video
Good name for international markets. Good thing it wasn't Fahrenheit.
I've been hooked on celsius since 2022. Their flavors are always at least good, if not great. They have a good enough amount of caffeine to pick me up but not too much like Bang. They're also generally cheaper than similar energy drinks.
Should I be worried if I drink Monster?
Take a Vivarin and have a glass of water. Unless of course, you are enamored by that cool can?
I wouldn't touch this stock with a barge pole.
Celsius was my go to until I needed to reduce my caffeine. Red bull is my go to due to the lower caffeine. I miss the decaf 5-hour energies.
Never heard of decaf 5 hour energies. What's in those?
their rise is actually amazing
I got jump-scared by Celsius cause my sister buys it and i thought it was a diet fruit soda like ICE.
I'm super sensitive to caffeine and was not prepared for an energy drink at 9pm
the first one looks like a bottle of LPG. no wonder it flopped
Yeah never seen these in the UK 🤔
I like that kind, but just because it’s cheap and comes in an even cheaper powder. Outside of being an energy drink, I don’t really understand why it’s marketed weirdly like that
Never seen this in Germany
Hier heißt es Fahrenheit
@@EvenRoyalsNeedToUrinate XD
@@EvenRoyalsNeedToUrinate lmao
they said at the end of the video they will try to expand to international markets in the next few years. Maybe that's why.
International? Only in the Americas, I suppose. Never seen this in Europe. But if they keep growing, they might make the jump.
It’s a Swedish brand ..
It’s one of the biggest energy drinks in Sweden
@@anash7 They sell in Sweden but they’re not Swedish..
Lmao who gives a shit about Europe?
Starting to see this drink in Malaysia supermarket.
Such a high stock value for a company that has not even gone international
Id rather have a Fahrenheit.
i dont know how it survived with fahrenheit around
They advertise too much for me, havnt had one because it’s so in my face every where I watch something
Why not note that Celcius has to pay for that aisle display? They dont just get that because they are connected to Pepsi, stores rent out display areas
I honestly thought that Celsius was started in 2020, I just paired it with my sandwich and really liked the taste. I usually drink water throughout the day, but around lunch I’ll drink something with a flavor.
Try Reign Storm Energy, better tasting and better for you! Clean Energy
I love celsius, great hit of caffeine (for the love of god drink in moderations), taste great, and has quite a few essential vitamins that are included also in my daily womens vitamins (good if you are not on a vitamin regiment - but lol I would suggest vitamins over an energy drink.
also celcius works really well
It caught my eye when it claimed weight loss.
I have a fridge full of these in my garage!
Celsius has become my go-to brand after drinking Rockstar for years. The added vitamins and no artificial dyes/colours is what sold me
out of the frying pan and into the fire...
Only valid energy drinks are Monster-Doctor and a few of their juiced flavors. Normal red Bull is also pretty ok but only a C+ and everything else is unbearable
spam bot or are you really believing their nonsense advertising 😂😂
What an incredible journey for Celsius! 🌟 It's a testament to the power of strategic rebranding and perseverance, showcasing how a shift in focus and leadership can lead to monumental success in the competitive beverage industry.
They've started appearing in my UK gym. They are so expensive, I struggle to see them doing well here
How much there? About $2.50 us
@@420BudNuggetsnah, around high threes, unless you buy in bulk
for ny at least*
@@someguy6222 same in cali at convience stores, but the grocery store always has it like 2-2.5
Sold the stock in 2021 at 21,08$ 😭
If you made a profit from the trade, you can't get upset.
@@Thatdude877 Sure, but it’s not fun when you sold at +171% when it would’ve been up 1100% today
@juliuslindaxnas9917 I get it believe me lol I've been there more times than I'd like to admit tbh, but I also know that the odds of me holding the entire time were really low haha...you would've ended up selling at some point along the way regardless so don't beat yourself up too bad.
@@Thatdude877 yeah true I would’ve definitely sold earlier
If you are trader always sell into strength/hype, if you are investor and truly believe in it hold it until some fundamental changes in the company make you think otherwise
Damn, and imagine where Celsius would be if it actually tasted good
Try Reign Storm
Lol it dries out my throat
Celsius is replacement for monster for small distributors. Owned by monster. That is why a coke guy is in charge. Monster is owned by coke
Pepsi has distribution rights with Celcius. Coca-Cola has a minority stake in Monster
Monster is still a Public company.
- Monster doesn’t own Celsius Holdings - and neither does Coke, for the record. In fact, Pepsi is the closest to “owning” Celsius, with 8.5% ownership.
- Coke owns around 17% of Monster.
- Executives change companies all the time. In this case, he was likely chosen for his experience in the beverage industry.
- Why would a small distributor drop Monster for a less popular brand? Maybe this is true, but it seems questionable.
Coca-Cola has nearly 20% stake in Monster, a company with a valuation of nearly 60 billion, i would not say a small stake! Also if you look at the 10 top energy drink brands, monster owns over half ;)
Also Bang and Reign Energy are now the fastest growing energy brands in 2024, therefore celcius being #3 may start to dwindle slowly down into a place below 5th since more and more much bigger competitors join this segment!
I thought this was the governor of Florida exporting the Florida man everywhere... huh
Celsius is located in the pharmacy at Kroger brand stores that’s why you didn’t see much
Can is not big enough for 200mg of caffeine. I want to enjoy my drink longer than a sip.
If you're drinking something with 200mg of caffeine is your primary concern taste? I'm usually only drinking that much if I need a lot of caffeine quickly
Good thing they're not relying on you to buy then 😂
That's a respectable take. I used to drink the 5 hours for the quick hit. Something for everyone.
@@Chesternut007 Your take garners zero respect whatsoever. This video obviously shows its a thriving company despite you.
Is the hostility necessary on someone's opinion? If the can was bigger, I would try it. Was what I said so abhorrent that you couldn't resist commenting twice just to drive your point home. Goodness.
Teşekkürler selamlar efendim 🎁
I drink one every morning, idk i just like them lol
monster has had zero sugar for years, almost everything with flavor has zero sugar
Never heard of it
I love business
next.. GURU ENERGY drink
I tried a few different flavors and I really don't understand the hype. It's not really healthy for anyone, and doesn't taste that great either. Of course the energy boost from caffeine was nice, but I'd rather pop some caffeine tablets and drink something better and less overpriced.
Yeah it’s really not healthy at all. The ingredients are the same as redbull and monster and every other cancer in a can
Reign Storm
Celsius is seriously addictive. It also gives me explosive bloody diarrhea.
There was no Strategy 😂 COVID bailed them out
There EPS still isn't that good. P/E ratio is whack, you are buying a less than 1 cent eps per dollar invested. 100 to 1. Granted its growing but can't justify that eps ratio.
it's basically the power of marketing and branding. but i hate energy drinks, it's just chemicals and caffeine
i also hate marketing and "branding" so it's a trifecta of wrong to me.
Everything is "chemicals"
No, it actually tastes wayyyy better than Red Bull,etc
4:26 this can not be true
Every single flavor of Celsius I've ever tried is absolutely gross. The power of marketing...
It's sweetened with sucralose so it's like diet soda. Huge industry but a lot of people obviously don't like it.
lol, why do you keep trying new flavors. Addict
@@Nohandleentered😂😂
Lemon strawberry, strawberry guava, and oasis vibe bro only good flavors
@@NineteenEightyFive I can't stand sucralose. Unfortunately, outside of Red Bull (which I think just tastes like chemicals), most of the energy drinks I see are all sugar free.
It's this crazy thing called 🌈ADVERTISING🌈
Who's drinking all the redbull? No one I know is consistently drinking redbull, it's always a Celsius. I thought they were the segment leader by far.
You be way mistaken my friend, but you should try Reign Storm Energy, better flavors and better for you! Clean Energy
@@techguru2083 shut up brand! You reply to every comment with this shit. No on wants to buy your product
redbull is one of the biggest if not the biggest energy drink in the market. Its the more "health minded" people ive noticed who drink celsius
Never even heard of Celsius. I thought he meant the temperature measurement units.
Thank goodness I don't have/watch TV and don't see commercials!
(I do live in the US)
They didn't pay Flo Rida, so I'm sticking to Alani Nu. Way better.
I recently noticed Celcius in the main fridges at local stores. I tried one. It taste terrible compared to the classic brands' sugar free versions. I don't get why anyone would like it.
*Fantastic video! I have incurred so much losses trading on my own....I trade well on demo but I think the real market is manipulated.... Can anyone help me out or at least tell me what I'm doing wrong??*
Same here, My portfolio has been going down the drain while I try trading,l just don't know what I do wrong. .
Well...l will advise you should stop
trading on your own if you keep losing
and start trading with an expert
because trading with an expert is the
best strategy for newbie..
I think l'm blessed if not I wouldn't have met someone who is as spectacular as expert mrs Janet..
High recommended
Wow, I'm surprised to see Janet mentioned here as well. I didn't know she had been kind to so many people
I thought myself and my family were
the only ones enjoying Janet
trade benefits
A company is only worth what someone is willing to pay for it....
Pepsi is red cherry.
Cola is black cherry.
I'm over Celsius cost too much money. So poor to be able to afford 22 dollars for 12 cans energy drink.
Oh, not the crypto network? Color me surprised
Celsius makes me less cracked out than red bull, anyone know why?
celcius has too much caffeine in a such a small bottle.
They Went Woke...
Not Broke...
it doesnt work as good as redbull for me, sugar plays a big role in energy
As a Swede, I’m very amused by how Celsius and Zyn made it to the America market yet they are usually the 3rd or 4th choices here in their respective fields ..
What’s the first choice for energy drinks there?
I first fried Celsius in Miami in feb. there marketing team came up to me and gifted me one. Now they are here in Canada and I am really happy. I used to be an avid Red Bull drinker. Now I made the switch. They are always sold out. Ironically I am drinking a Celsius as I am writing this
Try the new Reign Storm Energy Drink! Better Flavors and Better for you! Clean Energy! You should have it in a store near you! It is way worth the detour!
Energy drinks are untested combinations of chemicals. Even though computer programmers are a natural market for these beverages, hard pass. If you require energy drinks to be functional, get more sleep.
I’ts banned in Australia.
I only purchase because of Flo Rida
Who else is drinking a Celsius while watching this
I'm drinking an Alani. Lol.
Try Reign Storm, much better tasting and so much better for you
Never heard of it but I don't drink processed swill. If I need artificial energy I get if from natural sources. My ex-girlfriend was a vodka and Red Bull drinker. The thought of her makes all of these drinks seem repulsive.
I'm the 1000th like 🙌
I've tried almost every energy drink and Celsius and red Bull are by far the WORST tasting of All of them with that wierd rye, barley aftertaste. And Bang tastes like cough medicine
Fore🎉
It tasted fine a year ago, now when I open a can it tastes like it went bad or they added way too much flavoring. Never again
Try Reign Storm Energy Drink! Clean Energy and Better for you! Better flavors too!
i hate coke & monster zero sugar
Never heard of the drink, lit thought this was satire about climate change. lol.
1.1 BILLION? Man the energy drink market is way too big.
Morning Brew Like this comment or your fake!
I liked this comment because I don't want to be fake.
@@EvenRoyalsNeedToUrinateme too
nah we’re all AI...
*you’re
I don't think morning brew should like comments with grammatical errors in it.
they r yuck 2.;0
So rebrand your normal caffeine beverage as “healthy,” and pray the distribution oligopoly lets you sell your product. #capitalism
Celsius is only energy drink I buy. Been buying for past 2-3 years
Try Reign Storm Energy Drink! Better flavors, better for you! Cleaner Energy!
Celcius, meh... Copied Bai (drinkbai) design, and it's just hype.
Never drank it. I like bang instead
Keep on keeping on! Bang Drinker 4 life! I love Reign Storm Energy Drink and Monster Ultra aswell! 💪💪 NOS and Full Throttle are good too!