Premium functional energy drink brand CELSIUS is bringing its global LIVE. FIT. GO. platform to Europe, marking a major expansion for the zero-sugar energy drink as it taps into the continent’s growing demand for active lifestyle products.
Already rolled out across the US, Canada and Australia, the campaign centres around a “ready, set, go” mindset—encouraging consumers to embrace ambition, movement and everyday achievement, whether that’s in the gym, at work, or out socially.
A New Era of Functional Energy in the UK
As part of its UK and Ireland push, CELSIUS has introduced four new fruit-forward flavours:
- Sparkling Raspberry Peach
- Mango Lemonade
- Kiwi Guava
- Strawberry Watermelon
These launches aim to capitalise on the rising popularity of functional, zero-sugar energy drinks, offering consumers flavour-driven alternatives that support active lifestyles without compromising on taste.
The drinks are now widely available across major retailers, gyms and convenience stores, backed by in-store activations, sampling campaigns and high-impact displays.
High-Speed Ambitions with Formula One
Further accelerating its global presence, CELSIUS has entered a multi-year partnership with the Aston Martin Aramco Formula One Team—aligning the brand with one of the fastest-growing sports worldwide, Formula One.
The collaboration opens the door to a global fanbase and reinforces the brand’s positioning at the intersection of performance, energy and elite competition.
Meet Team CELSIUS: The Faces of the Movement
At the heart of LIVE. FIT. GO. is Team CELSIUS, a diverse roster of athletes and creators who embody discipline, ambition and consistency. The European line-up includes:
- Declan Rice – Arsenal midfielder known for leadership and consistency
- Lucas Bergvall – Tottenham Hotspur rising talent
- Saffron Barker – UK lifestyle and fitness creator
- Rhasidat Adeleke – Irish Olympic sprinter
- Arthur Fils – French tennis prospect
- Eduardo Camavinga – Real Madrid midfielder
- Robin Packalen – Finnish pop artist balancing music and fitness
- Léa Elui – fitness-driven creator
- Random Making Movies – Swedish YouTube collective
Together, they represent a new generation of performers and creators who prioritise movement, mindset and momentum.
More Than an Energy Drink
CELSIUS positions itself as more than just a beverage. Its formula combines vibrant fruit flavours with essential vitamins including B6, B12 and C, supporting immune function and helping reduce tiredness and fatigue. Added caffeine contributes to increased alertness and improved concentration—key pillars for modern, fast-paced lifestyles.
Julien Scheubel, Head of Brand for Europe, describes LIVE. FIT. GO. as a mindset rooted in “early starts, extra laps and continuous improvement,” reflecting the brand’s focus on discipline and everyday progress.
Why It Matters
With the European energy drink market becoming increasingly competitive, CELSIUS’ expansion signals a clear shift towards functional wellness-driven beverages. By combining influencer culture, elite sports partnerships and lifestyle branding, the company is positioning itself at the centre of a growing movement where fitness, productivity and social life intersect.
For UK consumers, the message is simple: whether you’re heading to a workout or a night out, the LIVE. FIT. GO. mindset is about staying ready for whatever comes next.
