Alani Energy Drink Owner: Building a Billion-Dollar Brand [2025 Update]

Celsius Holdings acquired Alani Energy Drink for $1.8 billion in 2025, officially becoming the new owner of the female-focused energy brand. The deal includes $150 million in tax assets, bringing the net purchase price to $1.65 billion. Together, the companies now project a $2 billion combined platform in the energy drink market.

Katy Hearn and her husband Haydn Schneider founded Alani Nu in 2018, building a brand that specifically targeted women in wellness and fitness. The strategy worked. Revenue jumped 335% from $68 million to $228 million between 2020 and 2021. The brand reached a valuation exceeding $3 billion by July 2023.

This guide examines how the acquisition reshapes the energy drink landscape and the factors that drove Alani Nu's rapid growth. We'll analyze why Celsius paid such a premium and explore the strategic benefits of this merger in a category projected to grow at a 10% compound annual rate through 2029. You'll also discover what this means for consumers and competitors in the evolving energy drink space.

Who owns Alani Energy Drink in 2025?

Celsius Holdings, Inc. (Nasdaq: CELH) officially owns Alani Energy Drink as of April 1, 2025, following the completion of its acquisition of Alani Nutrition LLC. The deal creates a powerful combined entity that reshapes the functional beverage market.

Alani Nu's current ownership structure

The acquisition brought Alani Nu under Celsius Holdings' umbrella after operating independently since 2018. Previously, the brand was owned by co-founders Katy and Haydn Schneider alongside Congo Brands' co-founders Max Clemons and Trey Steiger. Alani Nu now operates as a subsidiary within Celsius Holdings while keeping its distinct brand identity intact.

Key leadership from Alani Nu's original ownership team will continue as advisors to Celsius, ensuring business momentum and brand authenticity remain strong.

According to Max Clemons, Alani Nu co-founder, "Alani Nu has built a strong brand and a differentiated consumer base, which we believe will thrive and grow within the Celsius family".

Celsius Holdings' acquisition details

The financial structure reveals the strategic value Celsius placed on Alani Nu's market position:

• Total acquisition price: $1.80 billion including $150 million in tax assets

• Net purchase price: $1.65 billion

• Payment structure: Mix of cash ($1,275 million) and stock ($500 million)

• Stock component: Approximately 22.5 million shares of Celsius Holdings common stock

• Ownership percentage: Representing roughly 8.7% pro-forma ownership

• Potential additional payment: $25 million earn-out based on 2025 performance

The transaction represents a valuation of less than 3x Alani Nu's 2024 revenue of $595 million and approximately 12x fully synergized 2024 EBITDA of $137 million. Celsius funded the cash portion through $900 million in debt financing and approximately $375 million from existing cash reserves.

What the deal means for Alani Nu

The combined entity now commands a 16% share of the $23 billion energy drink market, up from Celsius' previous 11%. This expanded market position creates substantial growth opportunities while preserving Alani Nu's unique appeal to female consumers.

Celsius has committed to "continue creating the same great-tasting products Alani Nu is known for and innovating even more great flavors and collaborations". The integration enables Alani Nu to access enhanced distribution networks and resources without losing its distinctive market positioning.

With the functional beverage market projected to grow at a 10% CAGR from 2024 to 2029, this strategic combination positions both brands as formidable competitors in the zero-sugar energy drink category.

The rise of Alani Nu: From startup to billion-dollar brand

Katy Hearn spotted an opportunity that major energy drink companies had missed entirely. Women wanted better-for-you supplements and energy drinks, but the market was dominated by aggressive, male-focused brands. She launched Alani Nu in 2018 to fill this gap.

Founded by Katy Hearn in 2018

Hearn built her reputation as a fitness influencer with a substantial online following before starting Alani Nu with her husband Haydn Schneider. Her mission was straightforward: create products that help women "feel their absolute best—inside and out".

Working as a personal trainer with women worldwide, Hearn grew uncomfortable recommending existing supplement brands. She decided to create her own line instead.

The move was risky. No brand had specifically targeted the women's sports nutrition market. Hearn was essentially betting that a female-focused approach could succeed where established players had failed to connect with this demographic.

Targeting women in wellness and fitness

Alani Nu took a different approach than traditional energy drink companies. Instead of aggressive branding and formulations targeting men, the brand positioned itself as a nutrition company focused on empowering women's health and fitness goals.

The value proposition was clear: "With Alani-Nu, you're not just drinking an energy drink—you're consuming a supplement designed specifically for young, active women".

This positioning separated Alani Nu from "bro-friendly" competitors like Monster, Red Bull, and Bang. The strategy worked because it addressed an underserved market segment with authentic messaging and products designed for their specific needs.

Rapid growth through social media and retail partnerships

The numbers tell the story of Alani Nu's remarkable trajectory. Retail sales jumped 72.4% year-over-year since April 2024, surpassing $1 billion in retail sales for the trailing 52-week period ended April 13, 2025.

Two key channels drove this expansion. Alani Nu built a vibrant community primarily on Instagram, using social media to connect directly with their target audience. Simultaneously, the company secured strategic retail partnerships with major retailers including Walmart, Target, GNC, The Vitamin Shoppe, Kroger, Costco, and Amazon.

This dual approach of authentic social engagement and widespread retail availability enabled the brand to achieve extraordinary market penetration.

Takeaways

Alani Nu's success demonstrates how identifying an underserved demographic and creating authentic products for their needs can build a billion-dollar brand. The combination of targeted messaging, strategic social media use, and comprehensive retail distribution created a formula that established competitors couldn't easily replicate.

Why Celsius acquired Alani Nu

Celsius paid $1.8 billion for Alani Nu because the acquisition solves a fundamental challenge: how to capture female consumers in the energy drink market. This strategic move positions Celsius to dominate a category that traditional energy brands have struggled to reach effectively.

Strategic alignment in the energy drink market

The energy drink category is projected to grow at a 10% CAGR from 2024 to 2029. Celsius recognized that winning this growth requires more than just another energy drink—it demands access to underserved consumer segments. The acquisition creates a "better-for-you" functional platform that aligns with consumer preferences for zero-sugar alternatives.

Together, both brands now claim approximately 20% of total energy drink category dollar growth in the first quarter of 2025. The combined platform is expected to drive approximately $2 billion in sales while achieving $50 million of run-rate cost synergies over two years. This scale enables both companies to compete more effectively against established players like Monster and Red Bull.

Access to Gen Z and millennial female consumers

Traditional energy brands failed to connect with women because they relied on aggressive marketing and formulations designed for men. Alani Nu cracked this code through colorful packaging, fruity flavors, and health-focused messaging that resonated with female consumers.

The results speak for themselves. Retail sales of Alani Nu increased by 78% year over year for the four-week period ended January 26, 2025. During this same period, Alani Nu's dollar share reached 4.8%, representing an increase of approximately 200 basis points from the prior year.

For Celsius, this acquisition provides immediate access to a demographic that represents significant untapped potential.

Complementary brand positioning and product lines

Despite both operating in energy drinks, only about 15% of consumers use both brands. This low overlap indicates that each brand attracts distinct customer bases rather than competing directly. Celsius CEO John Fieldly noted they had "admired that brand for many years" and were attracted to Alani Nu's approach to a growing segment within the energy category.

The acquisition also expands Celsius beyond beverages into protein bars and snacks already in Alani Nu's portfolio. This diversification enables Celsius to "reach more people, in more places, more often" while maintaining each brand's unique identity and market positioning.

Financials and future growth potential

The financial structure behind Celsius becoming Alani Nu's owner reveals strategic thinking beyond simple market consolidation. The company paid a premium to secure access to Alani Nu's loyal customer base and proven growth trajectory.

Deal valuation and revenue multiples

Celsius paid $1.80 billion for Alani Nu, including $150 million in tax assets, bringing the net purchase price to $1.65 billion. This valuation represents less than 3 times Alani Nu's 2024 revenue of $595 million and approximately 12 times its fully synergized 2024 EBITDA of $137 million.

The payment structure combines multiple elements: $1.27 billion in cash, $500 million in newly issued restricted Celsius Holdings stock (approximately 8.7% pro-forma ownership), and a potential $25 million earn-out based on 2025 performance.

This mix allows Celsius to retain cash while giving Alani Nu's former owners a stake in the combined company's success.

Expected synergies and cost savings

According to Celsius, the acquisition should generate $50 million in run-rate cost synergies within two years. These savings come from combining operations and eliminating redundancies between the companies. The deal is expected to be accretive to cash EPS in the first full year, contributing to strong pro-forma profitability.

The combined entity projects approximately $2 billion in annual sales and commands around 16% of the U.S. energy drink market. These numbers position the merged company as a formidable competitor in the zero-sugar energy drink category.

Plans for global expansion and innovation

The acquisition opens doors for international growth that neither brand could achieve alone. Celsius has secured an exclusive distribution agreement with Suntory Beverage & Food Benelux for Belgium and Luxembourg, building on successful launches in the UK, Ireland, France, Australia, and New Zealand.

The deal aligns with the energy drink sector's projected 10% CAGR through 2029, creating a platform to capitalize on consumer demand for functional beverages.

According to Celsius Chairman John Fieldly, both brands will "drive continued distribution gains, access consumers in growing adjacencies, drive innovation and brand awareness, achieve incremental category growth and propel further global expansion".

Takeaways

The financial structure suggests Celsius views this as a long-term growth investment rather than a short-term market grab. The relatively modest revenue multiple, combined with significant synergy potential, positions the merged company to benefit from the functional beverage market's continued expansion.

Conclusion: The Future of Alani Energy Drink Under Celsius Holdings

Celsius Holdings became the official owner of Alani Energy Drink through its $1.8 billion acquisition, creating a combined entity with approximately 16% market share in the functional beverage space. The deal brings together two brands with minimal consumer overlap—only about 15%—allowing each to maintain distinct identities while sharing resources.

Alani Nu's success story illustrates how targeted branding can create extraordinary value. Katy Hearn identified an underserved market—women seeking better-for-you energy options—and built a billion-dollar brand in seven years.

Her approach of colorful packaging, fruity flavors, and health-focused messaging resonated with Gen Z and millennial women, demographics that traditional energy brands struggled to reach.

The financial metrics support the acquisition's strategic logic. At less than 3x Alani Nu's 2024 revenue of $595 million, Celsius secured a growing brand with 78% year-over-year retail sales growth. The expected $50 million in cost synergies over two years adds financial appeal to the deal.

Both brands benefit from this partnership. Celsius gains access to Alani Nu's loyal female consumer base and expands beyond beverages into protein bars and snacks. Alani Nu gains Celsius' distribution networks and international expansion capabilities, including existing presence in the UK, Ireland, France, Australia, and

New Zealand.

For consumers, Celsius has committed to maintaining Alani Nu's popular products while innovating new flavors and collaborations. The brands will continue serving their respective audiences while leveraging shared operational efficiencies.

The acquisition positions both companies to capitalize on the energy drink sector's projected 10% CAGR through 2029. With the combined platform targeting approximately $2 billion in annual sales, competitors now face a strengthened market player in the zero-sugar energy drink category.

This merger demonstrates how authentic consumer connections and strategic brand positioning can build substantial value in the evolving beverage industry. The combined entity stands ready to meet changing consumer preferences for functional, wellness-focused beverages while maintaining the unique brand qualities that attracted loyal customers to each platform.

FAQs

Q1. Has Alani Nu been acquired by another company?

Yes, Celsius Holdings, Inc. completed the acquisition of Alani Nu in April 2025 for $1.8 billion, including $150 million in tax assets.

Q2. What is the current market position of Alani Nu after the acquisition?

Following the acquisition, Alani Nu and Celsius together command approximately 16% of the $23 billion energy drink market, creating a combined platform projected to drive about $2 billion in sales.

Q3. How did Alani Nu achieve such rapid growth in the energy drink market?

Alani Nu's success can be attributed to its focus on targeting women in the wellness and fitness space, effective use of social media marketing, and strategic retail partnerships with major retailers like Walmart, Target, and Costco.

Q4. Will Alani Nu's products change under new ownership?

Celsius has committed to continuing the production of Alani Nu's popular products while also innovating new flavors and collaborations. The brand is expected to maintain its distinct identity within the Celsius family.

Q5. What are the future growth prospects for Alani Nu under Celsius Holdings?

The acquisition positions Alani Nu for substantial global growth, leveraging Celsius' distribution networks and resources. The combined entity is well-positioned to capitalize on the energy drink sector's projected 10% compound annual growth rate through 2029.