Celsius has expanded its seasonal product lineup with the launch of Celsius Spritz Vibe Winter Edition, introducing a limited-edition Sparkling Shirley Temple flavour profile for the fourth-quarter holiday trading period.
The seasonal release follows the commercial introduction of the brand's Spritz Vibe Summer Edition in July, continuing the company’s strategy of using limited-time flavour rotations (LTOs) to maintain category engagement within the functional lifestyle beverage fixture. The formulation adapts the traditional mocktail flavour profile into the brand's carbonated functional energy matrix, balancing cherry and citrus notes with a twist of lime.
Alongside the off-premise launch, Celsius is deploying a targeted experiential marketing programme spanning boutique fitness partnerships, winter resort activations, and digital talent campaigns to connect the seasonal SKU with active social occasions.
"Holiday moments are all about creating a sense of excitement, connection and celebration. Celsius Spritz Vibe flavours have quickly become one of the most exciting platforms in the Celsius portfolio, and the new Sparkling Shirley Temple flavour gives us a natural way to extend that momentum into the season," said Kyle Watson, Chief Brand Officer at Celsius. "Celsius Spritz Vibe Winter Edition brings the nostalgia consumers know and love, with a bright, refreshing twist that feels distinctly Celsius."
Flavour Profile and Formulation
The Winter Edition release translates classic fountain and bar flavours into an energising carbonated format:
🍒 Sparkling Shirley Temple: Blends sweet cherry flavour notes with sparkling citrus and a twist of tart lime, formulated to deliver a nostalgic profile suited for standalone drinking and seasonal hosting occasions.
The beverage retains Celsius’s proprietary functional specification, providing carbonated stimulation calibrated for daytime energy, pre-workout focus, and evening social gatherings.
Experiential Marketing and Active Lifestyle Activations
To drive consumer trial outside conventional grocery and convenience retail aisles, Celsius has structured a series of experiential touchpoints aligned with its "LIVE. FIT. GO." brand platform.
The marketing rollout connects the winter SKU directly to active-leisure and holiday gathering environments:
Boutique Fitness Tie-Ups: Co-branded, winter-themed workout sessions hosted across Barry’s studio locations.
Alpine Resort Partnerships: On-site brand activations featuring mountaintop DJ sets and après-ski sampling at Park City Mountain in Utah.
Digital and Social Campaigning: Targeted social content collaborations featuring television personality Maura Higgins (The Traitors, Dancing with the Stars) to showcase seasonal use cases across social entertaining and holiday fitness routines.
By integrating the product into high-energy wellness classes and alpine sporting hubs, the company reinforces its position as a performance lifestyle beverage while tapping into festive social occasions.
Seasonal LTO Functional Energy
The rollout of Celsius Spritz Vibe Winter Edition underscores an expanding commercial trend across the energy drink landscape, where manufacturers increasingly rely on seasonal limited-time offerings to drive basket velocity and recruit non-traditional energy consumers.
While conventional energy brands have historically focused on motorsports, gaming, and extreme athletics, lifestyle-focused entrants are successfully bridging the gap between functional fitness and social beverage consumption. By engineering flavour profiles inspired by classic mocktails and nostalgic refreshments, brand owners create accessible entry points for consumers seeking functional energy during holiday hosting, Friendsgiving gatherings, and winter social occasions.
Celsius Spritz Vibe Winter Edition in Sparkling Shirley Temple is rolling out commercially across participating supermarket multiples, convenience retailers, and digital e-commerce channels for a limited operating window during the winter holiday season.
.png)
.jpeg)
.jpeg)
.jpeg)