Who Owns Alani? The Surprising $1.8B Deal You Need to Know

Celsius Holdings now owns Alani Nu following a $1.8 billion acquisition that reshapes the energy drink landscape. The deal, finalized in early 2025, represents one of the largest transactions in the functional beverage space this year. Alani Nu, the female-focused wellness brand founded in 2018, has seen exceptional growth leading up to this acquisition.

The numbers tell the story. Alani Nu's U.S. retail sales jumped 78% year-over-year for the four-week period ending January 26, 2025. The brand's dollar share reached 4.8%—roughly 200 basis points higher than the previous year. At less than 3x Alani Nu's projected 2024 revenue of $595 million, Celsius secured what many consider an attractive valuation.

This acquisition creates a powerhouse combination. The partnership is expected to drive approximately $2 billion in sales across a differentiated energy portfolio, positioning both brands to capitalize on an industry projected to grow at 10% annually through 2029.

Here's what you need to know about the ownership structure, strategic reasoning behind this major deal, and what it means for the energy drink market moving forward.

Who owns Alani Nu after the $1.8B deal?

Celsius Holdings, Inc. (Nasdaq: CELH) now holds complete ownership of Alani Nu following the acquisition's completion in 2025. The deal creates a major shift in the functional beverage landscape, with Alani Nu operating as a subsidiary under the Celsius umbrella.

Celsius Holdings becomes the new owner

The transaction gives Celsius definitive control over Alani Nutrition LLC after receiving necessary regulatory approvals. Alani Nu will maintain its distinct brand identity while gaining access to Celsius' broader distribution network.

"This acquisition strengthens our ability to grow the energy drink category and reach new consumers seeking healthier beverage alternatives," said John Fieldly, Celsius Chairman and CEO.

The structure allows Alani Nu to preserve what made it successful while scaling through Celsius' established infrastructure.

Alani Nu founders remain as advisors

The original leadership stays connected to the brand's future. Co-founders Katy and Haydn Schneider, along with Congo Brands' co-founders Max Clemons and Trey Steiger, sold their stakes in the deal.

Key members of the Congo Brands leadership team committed to continuing as advisors to Celsius. This arrangement helps preserve Alani Nu's unique voice and approach that built such a loyal following.

Ownership structure: cash, stock, and tax assets

The financial mechanics reveal a sophisticated deal structure. While the headline price hits $1.8 billion, approximately $150 million in tax benefits brings the net purchase price to $1.65 billion.

The consideration breaks down into three components:

• $1.275 billion in cash

• $500 million in newly issued restricted Celsius stock (roughly 22.5 million shares)

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

The stock portion represents approximately 8.7% pro-forma ownership. Celsius funded the cash component through $900 million in committed debt financing and $375 million from existing cash reserves. At less than 3x Alani Nu's 2024 revenue of $595 million, and approximately 12x its fully synergized 2024 EBITDA of $137 million, the valuation reflects what both companies consider attractive terms.

Why did Celsius acquire Alani Nu?

Celsius didn't spend $1.8 billion just to add another energy drink to its portfolio. The acquisition targets three specific market opportunities that traditional energy brands have struggled to capture.

Expanding into female-focused wellness market

Energy drinks have a female consumer problem. Traditional brands like Monster and Red Bull have historically struggled to attract women, but Alani Nu cracked the code.

While Celsius maintains roughly a 50/50 male-female consumer split, Alani Nu's audience is overwhelmingly female—approximately 92% of its social media following are women. This demographic is driving incremental growth in the energy drink category, creating a massive opportunity that most established brands have failed to tap.

The acquisition gives Celsius immediate access to this wellness-focused female audience that has proven difficult for traditional energy brands to capture. It's not just about expanding reach—it's about entering a market segment that's actively growing and seeking better-for-you alternatives.

Strengthening functional beverage portfolio

The combined brands create something powerful. Together, Celsius and Alani Nu form a leading portfolio positioned to capitalize on the shift toward healthier, zero-sugar beverage alternatives.

Their market impact is already evident. The two brands commanded approximately 16% of the U.S. energy drink market as of early 2025, with Alani Nu's share growing rapidly—up about 200 basis points year-over-year to 4.8%. Even more impressive: Celsius and Alani Nu together drove over 50% of the category's growth in 2024.

This isn't just market share expansion—it's category leadership in the better-for-you energy segment.

Tapping into Gen Z and millennial demographics

Younger consumers want functional beverages that align with their health and wellness lifestyles. Alani Nu has mastered this connection through distinctive packaging, unique flavors, and smart digital marketing.

The brand's celebrity partnerships with Kim Kardashian, Paris Hilton, and Emily Ratajkowski provide social proof that resonates with younger demographics. These aren't just endorsements—they're strategic moves that make the brand more appealing to consumers who increasingly make purchase decisions based on social influence.

This positions Celsius to benefit from the projected 10% CAGR in the global energy category from 2024 to 2029. The acquisition isn't just about today's market—it's about capturing tomorrow's growth.

Inside the $1.8B acquisition deal

The financial structure behind this acquisition reveals a carefully orchestrated deal designed to balance growth ambitions with fiscal responsibility.

Breakdown of the $1.65B net purchase price

The consideration for Alani Nu consists of three distinct components:

• $1.275 billion in cash payment

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

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

These elements combine to form the $1.8 billion gross purchase price that captured industry attention.

Role of tax assets and earn-out clause

The headline figure tells only part of the story. The deal includes approximately $150 million in tax assets, bringing the net purchase price down to $1.65 billion. This tax benefit provides immediate value optimization for Celsius.

The $25 million earn-out clause creates performance-based incentives, linking final payment to Alani Nu's 2025 results. This structure aligns both parties' interests for continued growth post-acquisition.

Financing: cash on hand and debt structure

Celsius funded the $1.275 billion cash portion through two channels: $900 million in committed debt financing and approximately $375 million from existing cash reserves. This approach maintains healthy liquidity with pro-forma net leverage of approximately 1.0x while preserving cash on the balance sheet.

Valuation multiples: revenue and EBITDA

The price represents approximately 12x fully synergized 2024 EBITDA of $137 million. For context, Alani Nu's pre-synergy 2024 EBITDA stood at $87 million, highlighting the expected operational improvements.

Expected cost synergies and EPS impact

Celsius projects $50 million in run-rate cost synergies within two years post-closing. These efficiencies should boost profitability and cash generation significantly. The acquisition is expected to be accretive to cash EPS in the first full year, demonstrating immediate financial benefits.

What this means for the energy drink market

This acquisition creates a legitimate third major player in a category historically dominated by Red Bull and Monster.

The combined entity now commands real market power, with implications that extend far beyond simple ownership changes.

Celsius and Alani Nu's combined market share

The numbers speak for themselves. Celsius has instantly jumped from approximately 11.8% to 16% of the $23 billion U.S. energy drink market. This dramatic increase breaks through the previously difficult double-digit threshold, creating serious competition for established players.

The combined platform is projected to drive approximately $2 billion in annual sales across their differentiated energy portfolio, firmly establishing Celsius as a leading force in the zero-sugar segment.

Impact on competitors and market dynamics

Major competitors like Monster Beverage Corporation, PepsiCo, and Coca-Cola now face strengthened opposition in the premium functional beverage space. The competitive landscape has intensified, with traditional energy brands adapting to changing consumer preferences.

Here's what makes this different: there's minimal risk of cannibalization between the two brands. According to Celsius CEO John Fieldly, only about 14% of energy drink users move between Celsius and Alani Nu. This suggests the acquisition will expand the overall category rather than simply redistribute existing customers.

New distribution and innovation opportunities

Beyond energy drinks, this deal opens significant opportunities in adjacent categories. Roughly $120 million of the combined company's expected sales would come from non-ready-to-drink products, primarily through Alani Nu's supplements and protein products.

This creates multiple new avenues for growth and innovation. The acquisition also strengthens Celsius' international expansion potential, where distribution capabilities matter significantly. The company expects to unlock $50 million in cost synergies within two years, which should fuel further product development and marketing initiatives.

If you're watching this space, the energy drink market just got a lot more interesting.

Conclusion

Celsius Holdings' $1.8 billion acquisition of Alani Nu creates a formidable third player in the energy drink market. The deal combines complementary strengths that address critical market gaps.

Celsius gains immediate access to Alani Nu's predominantly female audience—a demographic that traditional energy brands have struggled to capture. The financial structure, featuring $1.275 billion in cash and $500 million in stock, demonstrates strategic discipline while securing a high-growth brand at less than 3x projected revenue.

The market implications extend well beyond ownership changes. Together, these brands command roughly 16% market share and will drive approximately $2 billion in annual sales. With only 14% of consumers moving between the two brands, the acquisition appears positioned to expand the overall category rather than simply redistribute existing customers.

The timing couldn't be better. The energy drink category is projected to grow at 10% annually through 2029, driven largely by consumer preference for functional, health-conscious options. Celsius and Alani Nu are uniquely positioned to capitalize on this shift, especially as wellness-focused beverages continue gaining popularity among Gen Z and millennial consumers.

The expected $50 million in cost synergies will strengthen their competitive position against industry giants like Monster and Red Bull. But perhaps more importantly, this acquisition signals the energy drink market's continued evolution toward better-for-you alternatives.

For an industry long dominated by traditional players, this deal establishes a legitimate third force focused on functional beverages. The combined entity represents a watershed moment that will likely influence product development, marketing strategies, and consumer choices across the functional beverage market for years to come.

FAQs

Q1. Who is the new owner of Alani Nu?

Celsius Holdings, Inc. acquired Alani Nu in a $1.8 billion deal, becoming the new owner of the popular energy drink and wellness brand.

Q2. How much did Celsius pay for Alani Nu?

The total purchase price was $1.8 billion, with a net purchase price of $1.65 billion after accounting for $150 million in tax benefits.

Q3. Why did Celsius acquire Alani Nu?

Celsius acquired Alani Nu to expand into the female-focused wellness market, strengthen its functional beverage portfolio, and tap into Gen Z and millennial demographics.

Q4. What does this acquisition mean for the energy drink market?

The acquisition creates a formidable competitor in the energy drink market, with Celsius and Alani Nu combined now holding approximately 16% of the U.S. energy drink market share.

Q5. Will Alani Nu's founders remain involved with the brand?

Yes, key members of Alani Nu's leadership team, including the co-founders, have committed to continuing as advisors to Celsius to ensure ongoing business momentum.