On August 29, 2025, Celsius Holdings closed an acquisition of the Rockstar Energy brand of energy drinks in the U.S. and Canada from PepsiCo and enhanced its long-term partnership with PepsiCo. As part of that long-term partnership with PepsiCo, PepsiCo will distribute Alani Nu, a supplier of energy drinks and supplements which Celsius purchased earlier this year. Both of these transactions closed following a review by the Federal Trade Commission.
A team at Econic Partners led by Founding Partner Jon Orszag and Partner Jeremy Sandford was retained to evaluate the competitive effects of both transactions. Mr. Orszag and Dr. Sandford were supported by Bo Bourke, Daisy Sun, Dan Hosken, and Maria Delgado of Econic Partners, as well as Yuxin Wang and Josh Li of Compass Lexecon.
On both transactions, Econic worked closely with Celsius’s internal team and with counsel at Freshfields, including Christine Wilson, Meghan Rissmiller, Will Cooke, Claire Wolter, and Ioana-Virginia Motoc.
