A major US-listed energy drink brand worth a cool $10.3 billion has chosen Dublin for its new international HQ, spotlighting Ireland as a key player in its global growth.
Celsius, which raked in $329 million in sales during Q1 2025, has steadily expanded its Irish office since September — and now plans to grow from 12 to 45 staff by year’s end.
According to Celsius CEO John Fieldly, the Dublin hub is vital to their worldwide expansion strategy. The team is already stealing talent from rivals and eyeing local production deals. While they currently manufacture in Germany, alongside plants in Sweden and Finland, plans are afoot for France and potentially Ireland, aimed at avoiding heavy liquid imports.
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Capitalising on the booming health-and-fitness market (the “live.fit.go” mantra) has seen Celsius hit a 16.2% share in the US, though it’s still just 1.2% in Ireland. But with recent ambassador signings like Irish Olympic sprinter Rhasidat Adeleke and Arsenal’s Declan Rice, they’re hoping that Dublin investment gives them the edge
With the fierce energy drink rivalry (Red Bull, Monster and the rest), Fieldly stresses Celsius isn’t a “me too” brand — it’s positioned as healthier, zero sugar, and built for everyday fitness fans. This Dublin HQ marks the next step in their mission to shake up the category — one fizzy can at a time.
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