Celsius Adds New Flavors, Sales Execs

Energy-drink maker expands sparkling, accelerates its national expansion

Celsius Watermelon

BOCA RATON, Fla. -- Celsius, the "healthy energy drink," has added two new flavors and accelerated its national expansion with the addition of five new regional sales managers.

Taste This

The beverage brand, a "negative-calorie, healthy energy drink backed by clinical science," introduced two new flavors to the Celsius ready-to-drink line: Sparkling Watermelon and Sparkling Grape Rush.

Driven by increased demand for sparkling beverage options, these new flavors were developed with the consumer in mind, the company said. Grape is the most dominant flavor globally, and Sparkling Grape Rush is a twist on the classic flavor, featuring a refreshing, crisp taste in addition to the drink’s functional attributes. Sparkling Watermelon is poised to emerge as an all-season favorite, offering a splash of summer, whatever the season.

“At Celsius, we are committed to providing our consumers with great-tasting, healthy-energy drink choices, and with over a year of R&D invested into these new products to ensure their authentic flavor and function, we are so pleased to add Sparkling Watermelon and Sparkling Grape Rush to our ever-expanding portfolio,” said Gerry David, CEO of Celsius Holdings Inc. “In recent months, the beverage category has reflected an increased consumer interest in sparkling drinks, and Celsius retailers have even reported specific requests for a watermelon flavor. We take customer feedback very seriously and are proud to answer this demand and expand flavor choices in the healthy-energy category.”

The announcement of these two new flavors comes on the heels of Nielsen’s recent growth report, featuring nearly 11% growth in the energy category during the 4-week period ending Nov. 28, 2015. Based on this trend, coupled with consumer demand for sparkling beverages packed with flavor and functionality, Celsius expects that Sparkling Watermelon and Sparkling Grape Rush will quickly become top sellers.

Like all Celsius varieties, the new Celsius flavors contain no sugar, no high-fructose corn syrup, no aspartame, no preservatives, no artificial flavors or colors, no gluten, and are vegan and low in sodium.

The Sparkling Watermelon and Sparkling Grape Rush naturally flavored healthy-energy drinks will be available in single can and four-pack formats beginning in February 2016.

Regional Development

Meanwhile, Celsius Holdings is accelerating its national expansion with the addition of five new regional sales managers in key territories across the United States. These new hires will be responsible for identifying and acquiring new business opportunities in both existing and prospective accounts, while identifying strategic distribution partners, negotiating partnerships and leading territory managers in select cities across each region.

“We are leveraging strong demand for Celsius products across the country, and this expansion of our national sales organization will support that growth,” David said. “These proven sales professionals will help us refocus our sales strategy to enhance coverage across the nation, moving from a ‘drill deep’ regional format to a wider-reaching, national approach. This strategy will further define specific territories in the U.S. and give each new regional manager the opportunity to think locally and best serve their region as we amplify our distribution efforts nationally and continue to build momentum and grow distribution opportunities and sales for our ... drinks.”

The new hires include:

John Duva, Southeast Region sales manager

A seasoned beverage professional with 30 years of experience working for industry heavyweights such as Coca-Cola, Red Bull, Monster Energy Drink, National Beverage Corp. and Raw Foods International, Duva has a proven track record in sales and DSD/chain distribution. Duva has an extensive background in the development of new products and brands, from creating flavor profiles and refining graphic designs and packaging to developing brand messaging and corporate positioning. His experience has encompassed all aspects of the production process. In addition to his sales knowledge and understanding of the dynamics of local and national logistical challenges, Duva is recognized for his management skills and successes in building and motivating sales teams. He will be responsible for the management and development of sales team members, strategies and accounts in the states of Kentucky, Tennessee, North Carolina, South Carolina, Alabama, Georgia and Florida.

Gordon Hill, Southern Region sales manager

Bringing over 30 years of industry experience to Celsius in his new position as the Southern Region sales manager, Hill has held senior management positions at both Coca-Cola and the Dr Pepper. A results-orientated management professional with broad experience and proven success in customer management, distribution logistics, field marketing and sales operational management, Hill has worked with Bolthouse Farms and ByB brands in successfully developing concepts that have led to acceleration in the annual growth rates of their respective portfolios. In his new position, Hill will be responsible for the management and development of sales team members, strategies and accounts in the states of New Mexico, Texas, Oklahoma, Mississippi, Arkansas and Louisiana.

Dan Wilder, Midwest Region sales manager

Having worked with both globally recognized brands (Coca-Cola, Pepsi-Cola, Dasani Water, Rockstar Energy) and boutique start-up brands, Wilder has nearly 30 years of sales, marketing and operational success in the beverage industry. For the past four years, Wilder has been a part of the Celsius team in Texas, working alongside distributors and key customers to deliver profitable market growth year-after-year. He has a productive track record in the design and field implementation of successful sales strategies, marketing promotions and training applications, drawing on well-developed analytical and creative problem‐solving and negotiation skills. Wilder has extensive experience in getting brands into the hands of consumers and will expand his reach as the Midwest Region sales manager, developing and maintaining accounts throughout Minnesota, Wisconsin, Michigan, Ohio, Indiana, Illinois, Iowa, Missouri, Kansas and Nebraska.

Ken Tenace, Southwest Region sales manager

A seasoned beverage expert with over 25 years in the beverage business, working as one of the original employees of Red Bull and more recently as the vice president of sales for Neuro Beverages, Tenace has experience with both national sales and DSD accounts, having partnered with over 60 DSD partners during his tenure at Neuro. With a focus on new marketplace opportunities and bottom-line results, Tenace has proven to be a strong team manager who drives superior results. In his position as Southwest Region sales manager, Tenace will direct sales operations in the states of California, Nevada, Arizona, Utah, Colorado and Hawaii.

David Mill, New England Region sales manager

Bringing over 17 years of experience to Celsius as the New England Region sales manager, Mill has a proven ability to develop and direct strategic sales focused initiatives in the beverage industry, having held positions with Nestle Waters and Sweetleaf Tea, Jones Soda, Izze and High Brew Coffee, among others. With a strong track record of penetrating new market niches, Mill has experience developing relationships, capturing shelf space at retail, and negotiating with buyers from major chains and distributors to maintain and enhance product flow. Mill has specific experience managing sales accounts in key Northeast markets and will offer his expertise to Celsius by developing and maintaining accounts in New Hampshire, Connecticut, Vermont, Maine, Massachusetts and Rhode Island.

Backed by multiple published university studies, drinking Celsius before exercise has been proven to help burn up to 93% more body fat, burn 100 calories and more per serving and provide healthy clean energy.

Celsius is available nationwide at retailers across all channels, including supermarkets, convenience stores, nutritional stores, mass merchants, health clubs, spas, gyms, specialty stores, the military and ecommerce websites.

Boca Raton, Fla.-based Celsius Holdings Inc. is a global science-based functional beverage company, founded in April 2004.