Who Owns Alani? Ownership Explained: The Complete Brand Story Behind the Headlines

Celsius Holdings owns Alani Nu, having acquired the energy drink brand for $1.8 billion in 2025. This acquisition represents one of the largest transactions in the functional beverage industry.

Katy Hearn Schneider and her husband Haydn founded Alani Nu in 2018, building a female-focused brand that captured Gen Z and millennial consumers. 

The company's growth trajectory proved impressive: Alani Nu energy drinks posted a 67.9% increase in dollar sales and 73.1% in unit sales in convenience stores during 2024 alone. This performance outpaced Celsius's own 26.3% growth rate during the same period.

The acquisition deal includes $150 million in tax assets, bringing the net purchase price to $1.65 billion through a combination of cash and stock. According to Celsius, this transaction creates a combined platform projected to drive approximately $2 billion in sales across a differentiated energy portfolio.

This guide examines the ownership transition from Congo Brands to Celsius Holdings, breaks down the financial structure behind the $1.8 billion deal, and explores what this acquisition means for the broader energy drink market.

Who owns Alani Nu?

Celsius Holdings, Inc. (Nasdaq: CELH) currently owns Alani Nu following the 2025 acquisition. This ownership change marks a significant shift in the functional beverage market landscape.

The current owner: Celsius Holdings

The purchase combined two growing brands in the U.S. energy drink category. Celsius structured the deal with $1.275 billion in cash, a potential $25 million earn-out based on 2025 performance, and approximately $500 million (roughly 22.5 million shares) of newly issued restricted shares of Celsius Holdings common stock.

Alani Nu now operates as a subsidiary within the Celsius corporate structure. According to Celsius, the transaction created "a leading better-for-you, functional lifestyle platform" positioned to capitalize on growing consumer preference for zero-sugar alternatives.

Founders and original ownership

The ownership story behind Alani Nu involves more complexity than most realize. While Katy and Haydn Schneider co-founded the brand in 2018, Congo Brands held majority ownership through a holding company structure.

Congo Brands, founded by entrepreneurs Trey Steiger and Max Clemons, established itself in 2014 as both a white-label product manufacturer and investment holding firm. Based in Louisville, Kentucky, the company built a portfolio that included PRIME and 3D Energy alongside Alani Nu.

The brand's value trajectory proved remarkable. Reports valued Alani Nu at over $3 billion in July 2023, with Congo Brands exploring various options including a potential sale at that time.

Transition from Congo Brands to Celsius

The ownership transition occurred through a definitive agreement announced in early 2025. Celsius acquired Alani Nu from all four owners: co-founders Katy and Haydn Schneider, plus Congo Brands' co-founders Max Clemons and Trey Steiger.

Key members of the Congo Brands leadership team agreed to continue as advisors to Celsius to ensure business continuity. The companies established transition services agreements and consulting arrangements to retain key brand leadership throughout the integration process.

The transaction faced customary closing conditions, including regulatory approvals, before successfully closing in the second quarter of 2025 as planned. Max Clemons, one of Alani Nu's co-founders, expressed confidence that the brand would "thrive and grow within the Celsius family".

Inside the $1.8 Billion Deal

The Alani Nu acquisition represents one of the largest transactions in the functional beverage space. The financial structure reveals Celsius Holdings' strategic approach to market expansion and female consumer outreach.

Breakdown of the acquisition cost

The numbers reveal an attractive valuation framework for Celsius. The $1.8 billion total price tag translates to less than 3x Alani Nu's 2024 revenue of $595 million. The deal values Alani Nu at approximately 12x its fully synergized 2024 EBITDA of $137 million, suggesting Celsius sees substantial long-term value in the brand.

This valuation reflects Celsius' confidence in Alani Nu's market position and growth trajectory. Alani Nu has established strong connections with female consumers seeking functional beverages, a demographic that represents significant growth potential.

Cash, stock, and tax asset components

The purchase consideration balances immediate payment with long-term investment through several key elements:

• $1.275 billion in cash

• $500 million (approximately 22.5 million shares) in newly issued restricted Celsius Holdings common stock

• $25 million potential earn-out based on 2025 performance

• $150 million in tax assets

The stock component represents approximately 8.7% pro-forma ownership of Celsius, creating significant investment stakes for Alani Nu's former owners. Celsius secured $900 million in committed debt financing to fund the cash portion while utilizing $375 million from its existing cash reserves.

UBS Investment Bank served as Celsius' exclusive financial advisor and provided the financing package, which comprised a $900 million Term Loan B and a $100 million Revolving Credit Facility.

Timeline and expected closing date

Celsius completed the acquisition in 2025. The Celsius Board of Directors approved the agreement before it moved through customary closing conditions, including regulatory approvals.

The transaction timing aligned with Celsius' strategic planning. The company released its fourth quarter and full-year 2024 results to demonstrate its financial position heading into this significant acquisition.

Why Celsius Acquired Alani Nu

Celsius' acquisition of Alani Nu represents calculated strategic positioning in the functional beverage market. John Fieldly, CEO of Celsius, called it "a defining moment in the better-for-you, functional lifestyle products movement", signaling the company's ambition to dominate this space.

Expanding into female-focused wellness market

The acquisition targets a critical demographic gap in Celsius' consumer base. Alani Nu has established itself as a "female-focused brand that delivers functional beverages and wellness products" with a remarkable 92% female social media following.

Women drive significant category growth, with analysts predicting they'll generate at least 110% of future category expansion. This demographic presents a major opportunity that Celsius couldn't ignore.

Complementary brand positioning

Alani Nu solves a positioning challenge for Celsius. While Celsius maintains a relatively gender-neutral approach with "a slim white can, clean packaging, and fruity flavors" that attracts roughly equal male and female consumers, Alani Nu delivers targeted appeal specifically to women.

The result? A portfolio that addresses distinct consumer segments without overlap. Each brand maintains its identity while serving different market needs.

Influencer-driven growth model

Alani Nu's celebrity partnerships offered another strategic advantage. The brand has collaborated with high-profile figures like "Kim Kardashian, Paris Hilton, and Emily Ratajkowski" to expand its reach. These partnerships provide a "stamp of approval, making the brand even more aspirational for their target audience".

This influencer-driven approach contrasts with Celsius' more traditional marketing methods, giving the combined company multiple pathways to consumer engagement.

Takeaways

The acquisition creates "a leading functional beverage portfolio" that positions Celsius as the number three player in the energy drink market with approximately "16% market share". This strategic combination strengthens Celsius' ability to compete against category leaders like Monster and Red Bull through diversified consumer targeting and complementary growth strategies.

What This Means for the Energy Drink Market

The Celsius-Alani Nu merger reshapes competitive dynamics in the energy drink industry. This strategic combination elevates Celsius to the third-largest energy drink company with approximately 16% market share of the $23 billion energy drink space, up from 11% before the acquisition.

Impact on competitors and market share

Red Bull and Monster now face a strengthened challenger as Celsius moves from disruptor to dominant force with expanded retail presence across both brands. The acquisition creates distinct consumer targeting: Celsius appeals to fitness-conscious millennials and Gen X, while Alani Nu captures Gen Z and female shoppers through influencer partnerships.

Cannibalization presents a notable risk. Both brands attract consumers seeking functional energy, zero sugar options, and lifestyle-driven branding. Celsius estimates that up to 14% of energy drink users switch between Celsius and Alani Nu, making clear brand differentiation essential to avoid internal competition.

Zero-sugar and functional beverage trends

The merger capitalizes on the expanding zero-sugar energy drink market, valued at $15.40 billion in 2025 and projected to reach $22.86 billion by 2032, representing 5.8% annual growth. Health consciousness drives this trend, particularly among younger consumers—21% of Gen Z individuals avoid alcohol entirely, while 39% drink only occasionally.

Functional beverages with targeted health benefits have gained significant traction. Sales increased 54% to $9.20 billion between 2020-2024. Caffeinated energy drinks represent 40.7% of the sugar-free market, reflecting consumer preference for energy without sugar.

Projected sales and global expansion

The acquisition strengthens Celsius' distribution capabilities, consumer segment access, and innovation potential while opening global expansion opportunities. North America leads the sugar-free energy drinks market with 32.9% market share. Africa presents the fastest growth opportunity, accounting for approximately 25.3% of global share.

This positions the combined company to capitalize on international growth as consumer preferences worldwide shift toward healthier, functional beverage alternatives.

Conclusion

Celsius Holdings now owns Alani Nu following the $1.8 billion acquisition completed in 2025. This transaction positions Celsius as the third-largest energy drink company with approximately 16% market share, creating a platform that bridges different consumer demographics while strengthening appeal to female consumers.

The acquisition's financial structure reflects Celsius' confidence in Alani Nu's market position, valuing the company at less than 3x its 2024 revenue. The combination of cash, stock, and tax assets provides immediate value and long-term investment opportunities for both companies. This arrangement demonstrates Celsius' commitment to building a diversified portfolio capable of competing with Monster and Red Bull.

The timing aligns with surging demand for zero-sugar functional beverages, projected to reach $22.86 billion by 2032. The complementary brand positioning allows Celsius to address different consumer segments while capitalizing on Alani Nu's influencer-driven growth model and 92% female social media following.

With projected combined sales of $2 billion, the merger creates significant opportunities for global expansion, particularly in rapidly growing markets like Africa. However, potential cannibalization between the brands remains a concern, as Celsius estimates that up to 14% of energy drink users move between Celsius and Alani Nu.

The Celsius-Alani Nu combination signals a shift in the energy drink landscape, creating a formidable challenger in the functional beverage space. As consumer preferences continue favoring healthier alternatives, this strengthened platform positions Celsius to drive innovation and reshape market competition.

FAQs

Q1. Who currently owns Alani Nu?

Celsius Holdings, Inc. acquired Alani Nu in 2025 for $1.8 billion, making it the current owner of the popular energy drink brand.

Q2. How much did Celsius pay for Alani Nu?

Celsius acquired Alani Nu for $1.8 billion, which included $1.275 billion in cash, $500 million in stock, a potential $25 million earn-out, and $150 million in tax assets.

Q3. Why did Celsius acquire Alani Nu?

Celsius acquired Alani Nu to expand into the female-focused wellness market, leverage complementary brand positioning, and capitalize on Alani Nu's influencer-driven growth model.

Q4. What impact does this acquisition have on the energy drink market?

The acquisition makes Celsius the third-largest energy drink company with approximately 16% market share, creating a formidable challenger to industry leaders like Red Bull and Monster.

Q5. What are the projected sales for the combined Celsius-Alani Nu platform?

The combined Celsius-Alani Nu platform is expected to drive approximately $2 billion in sales across its differentiated energy drink portfolio.