Suntory Oceania will be the exclusive ANZ manufacturer, sales, and distribution partner for the US energy drink, Celsius. The deal should see the functional beverages on the market in late 2024.
Suntory Beverage & Food Oceania CEO, Darren Fullerton, said incorporating a renowned energy beverage such as Celsius into its portfolio provides Suntory Oceania with the opportunity to strengthen its position in the category and demonstrate expertise and leadership across the total energy segment.
“Celsius is a brand that is breaking new ground and delivering a totally different consumer experience. As we build Suntory Oceania, we are delighted to be partnering with CELSIUS to evolve our portfolio and deliver new growth opportunities for all retail partners.”
According to Datamine market Eco, the total beverage market is expected to grow by four to five per cent this year across Oceania. Within the market, energy drinks are growing between 13-15 per cent and contributing almost 30 per cent of this growth.
Celsius recently announced a similar partnership with Suntory Beverage & Food Great Britain and Ireland.
Celsius Holdings CEO and chair, John Fieldly, said the company was looking to expand into new international markets to grow its global sales and distribution footprint.
“We expect to continue our international growth at a measured pace, targeting strategically important energy drink markets and employing our proven playbook to build a strong and passionate consumer base.
“We’re pleased to introduce our refreshing, great tasting, and functional Celsius energy drinks to consumers in Australia and New Zealand,” Fieldly said.
Celsius was founded in 2004 and has developed a branded portfolio of energy drinks with proprietary, clinically proven, or patented recipes that claim health benefits. It is available in carbonated or still formats as well as in powder stick packets. The range doesn’t contain aspartame or high fructose corn syrup, is non-gmo, with no artificial flavours or colours, and has no added sodium.
