Odd Lots Celsius CEO Explains How They Win in Energy Drinks
8 snips
Mar 7, 2024 
John Fieldly, CEO of Celsius Holdings, shares insights from his journey to making Celsius the third largest energy drink company in the U.S. He dives into the competitive landscape of energy drinks, discussing how bold branding and innovative flavors help them stand out. Fieldly highlights the essential strategies for securing retail space and effective distribution partnerships, particularly with giants like Pepsi. The conversation also touches on appealing to health-conscious consumers while addressing common misconceptions about energy drinks.
AI Snips
Chapters
Books
Transcript
Episode notes
Planograms
- Retail shelf space is orchestrated through planograms, visual representations of product placement.
- Buyers at corporate offices select products to maximize revenue based on these planograms.
Target Expansion
- Celsius started with two flavors on Target's warm shelf.
- They gradually expanded, creating a "billboard effect" that increased visibility and sales.
Distribution Models
- Red Bull's self-distribution model has been successful.
- Other brands may find it costly without sufficient scale.
