CELSIUS Energy Drinks CEO Explains Key Growth Drivers | John Fieldly Interview

Pivotal is an interview-style segment that tackles topics in consumer packaged goods (CPG) and fast moving consumer goods (FMCG) from the business leaders that live it EVERY DAY! This is going to be a sort of special edition Pivotal episode because it was filmed onsite at this year’s NACS Show in Atanta. While my guest certainly doesn’t need an introduction at this point, I would be remiss not to give major props to John Fieldly. Since taking over as CEO in 2017, Fieldly has built Celsius into one the fastest-growing beverage companies in the world. Celsius, whose brand positioning has evolved from a focus on weight management to fitness and now wellness lifestyle, has emerged as the third best-selling energy drink behind only Red Bull and Monster. John and I talked a bit about the importance around that brand strategy evolution, along with a handful of growth drivers that have been unlocked due to last year’s PepsiCo deal. We also discussed how Celsius is driving hard into an overlooked sales channel strategy that in 2019 I declared (if successful) would put the energy drinks category on the “beverage Mount Rushmore.” This unedited conversation was filled with tons of other fun but insightful moments that I’m certain you won’t want to miss...

Thank you to Synergy Flavors (https://www.synergytaste.com/) and BevNet (https://www.bevnet.com/) for supporting this Pivotal episode.

#celsius #energydrink #strategy

I appreciate each and every one of you that took even a moment of your time to watch this video. I know your time and attention are your biggest assets and I hope you got adequate value in return from this content. Thank you from the bottom of my heart!

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About Joshua Schall of J. Schall Consulting:
Joshua is consumer packaged goods (CPG) Strategist and Entrepreneur that focuses on the product categories of value-added (or functional) food, beverage, beauty, and nutritional supplements. He was an early advocate for digital grocery optimization and is an expert at the entrepreneurial ideation to consumerization cycle. Recently, he has shifted that decade of knowledge into early-stage investments, board membership, and public speaking engagements. His YouTube channel is a walk through his daily life and a peek into his business musings. Enjoy a look into his life through the lens!

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