Description

Celsius Just Admitted A Major Mistake—Now Rockstar’s Founder Wants Control!

Celsius Holdings has suddenly become the center of one of the beverage industry’s most unusual leadership battles. Shares jumped roughly 12% after Rockstar Energy founder Russ Savage disclosed a 4.7% stake and publicly said he would be willing to replace Celsius CEO John Fieldly, coming just one day after the stock had plunged 18% following second-quarter results. Savage, who sold Rockstar to PepsiCo for $3.85 billion in 2020, has criticized Celsius’ cost structure, marketing execution, and senior leadership, arguing that substantial changes are needed. The timing makes his intervention particularly notable because Celsius has just completed the integration of Rockstar while simultaneously dealing with weaker performance at its flagship CELSIUS brand. Yet the broader business is hardly collapsing: total Q2 revenue reached $818 million, Alani Nu continues to grow rapidly, and the combined portfolio controls roughly 20% of tracked U.S. energy-drink sales.