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Functional energy drink manufacturer Celsius Holdings has launched a seasonal limited-time offering (LTO), CELSIUS SPRITZ VIBE Summer Edition. Featuring a Sparkling Limoncello Twist flavour profile, the new SKU expands the brand's VIBE platform to capture consumer demand for citrus-forward beverages during the peak summer trading window.
The release follows the previous year's winter-focused, aprĆØs-ski SPRITZ VIBE drop, establishing a recurring seasonal LTO execution model designed to generate store-level excitement and drive repeat trial across retail and digital channels.
The SPRITZ VIBE Summer Edition applies a summer-inspired formulation to the brand's core functional energy base:
š Sparkling Limoncello Twist:Ā A sparkling citrus profile engineered to mirror the taste of a traditional Italian limoncello spritz, formulated without sugar while delivering the brand's standard functional energy blend.
By incorporating high-velocity citrus flavour notes, the company aims to engage health-conscious consumers seeking zero-sugar alternatives to traditional sugary summer beverages and cocktails.
Marketing and Activations
To drive brand engagement and accelerate product velocity throughout the summer trading period, Celsius is supporting the rollout with an integrated digital and social media marketing campaign.
The campaign features a lineup of television and social media personalities, including Kyle Cooke, Carl Radke, and Ciara Miller from Summer House, alongside digital creators Brooks, Grace Ann, and Sara Jane Nader. The media push centres on lifestyle content highlighting outdoor summer activities, positioning the energy drink as an active companion for social and recreational occasions.
Kyle Watson, Chief Brand Officer at Celsius, stated that the limited-edition release was developed to combine trendy flavour profiles with the company's functional formula, aligning with consumer demand for active summer lifestyle products.
Retail and Availability
The CELSIUS SPRITZ VIBE Summer Edition is rolling out across major retail networks, grocery channels, convenience store partners, and direct-to-consumer e-commerce platforms throughout North America for a limited time while stocks last.
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