Celsius: C-Store Exposure & Inventory Visibility
Former Account Manager at Celsius
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Celsius: C-Store Exposure & Inventory Visibility(July 23, 2025)
Former Account Manager at Celsius
Interview Transcript
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Last year, there was some data about a cyclical downturn in energy drinks, with convenience stores accounting for about two-thirds of energy drink consumption. C-store traffic was down 4% to 5%, but it seems to be normalizing. How do you view this setup for the category from a volume perspective? Do you think it will reach mid-single digits again or better?
Take-home became a massive part of our strategy, and it remains crucial. With brands like Red Bull, Celsius, and Monster, the multi-pack became a key driver for velocity. It provided a high dollar rating and resonated with consumers. As lockdowns eased and things normalized, people started shopping at gas stations again. However, there were residual effects; people realized they could get a 12-pack of Celsius from Walmart, Target, or Amazon at a lower cost per unit.
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