Hydration is no longer reserved for workouts. A growing group of consumers is moving across energy, hydration and other functional beverages throughout the day, looking for products that can deliver more than one benefit without compromising the experience they want. 91% of consumers find energy with hydration benefits appealing, citing CELSIUS consumer study. 

Celsius saw an opportunity to meet those consumers with something different: the energy they are looking for, hydration benefits they value and a format designed around how they drink today. By bringing those needs together in one CELSIUS energy drink experience, Energy+ Hydration gives existing consumers a new reason to reach for the brand while opening CELSIUS to consumers looking for more from their energy drink, it notes.

“Consumers aren’t thinking about hydration only before or after a workout anymore. It has become part of how they approach their entire day,” said Kyle Watson, chief brand officer at Celsius Holdings, in a statement. “We saw consumers moving between energy, hydration and functional beverages and wanted to create something that brought those needs together. Energy+ Hydration gives them the energy they expect from CELSIUS with hydration in a completely different drinking experience.”

The difference extends beyond the formula. Energy+ Hydration will be launching with four classic refreshing fruit flavors that sip more like a sports drink to create a distinct consumption experience. For retailers, Energy + Hydration delivers a differentiated offering within the energy set, bringing together two in-demand beverage categories to serve more consumers and unlock more occasions

Rooted in the brand’s LIVE. FIT. GO. mantra, Energy+ Hydration brings a new combination of benefits and experience to CELSIUS while remaining grounded in the active lifestyle that has defined the brand.

CELSIUS will bring Energy+ Hydration to life at the 2026 NACS Show through the CELSIUS GameDay Celebration, giving convenience retailers, trade media and industry partners an opportunity to experience the new product ahead of its retail rollout.

The activation will bring the energy of to the show floor through music, crowd energy, sampling and a GameDay-inspired takeover of the Celsius Holdings booth.

Additionally, the company unveiled redesigned cans for ROCKSTAR Energy that bring a louder, more modern look to shelf and brings the brands bold, unapologetic attitude back to life, the company says. The new can design also will be showcased at the 2026 NACS Show in Las Vegas, giving convenience retailers, trade media and industry partners an early look at the packaging and the broader direction for ROCKSTAR.

The redesigned cans are the first and most visible expression of the brand’s reintroduction. Built to make ROCKSTAR more distinctive at shelf, the new look reconnects the brand with the bold identity and cultural edge that have defined it for more than two decades while signaling where ROCKSTAR is going next, it notes.

The packaging update is backed by a deep commitment to ROCKSTAR’s cultural roots across music, motorsports and action sports. Together, the new visual identity and cultural activations are designed to make ROCKSTAR feel like ROCKSTAR again, with a fresh point of view for today’s consumer.

“ROCKSTAR has always had a rebellious attitude, and the redesigned cans put that energy back at the center of the brand,” said Rishi Daing, chief marketing officer at Celsius Holdings. “The can is what consumers will see first, but it represents something bigger: a reintroduction of ROCKSTAR that reconnects with the music, motorsports, sports and culture that helped build the brand while giving it a bold new expression for what comes next.”

Since its launch in 2001, ROCKSTAR has built its identity around living life at full volume and showing up in the cultural spaces where energy is created, the company says. The next chapter builds on that heritage through a more distinctive visual design, culturally relevant with live brand experiences designed to give consumers new reasons to engage with ROCKSTAR, it adds.

For retailers, the redesign packaging deliver a stronger, more distinctive presence on shelf, backed by the increased focus across music, culture, motorsports and action sports that drives relevance and consumer demand.

ROCKSTAR will celebrate the new cans and the brand’s next chapter at NACS with a live takeover of the Celsius Holdings booth on Oct. 7. The experience will turn up the volume through live music, a full ROCKSTAR visual takeover, product sampling and a show-floor celebration built around the reintroduced brand.

At the center of the celebration will be a live performance by The Paradox. The performance brings the brand’s renewed commitment to music directly to the NACS floor, giving attendees a chance to see and hear the next chapter of ROCKSTAR while experiencing the redesigned cans firsthand.