Celsius takes over Miami with a star-studded Spritz Vibe launch — where wellness meets club culture

From fancy gyms and gas stations to every corner of your social media feed, Celsius’ bright silver-and-white cans have built a global cult following. 

Now, the company is heading to the mountains.

The ‘better-for-you’ energy drink brand has added a new twist to its lineup, one that could make a powerful impact on wellness-obsessed communities, fitness enthusiasts, partygoers, and even those dipping their toes in wellness culture and non-alcoholic beverage options. The limited-edition flavor has been crowned Spritz Vibe.

“Spritz Vibe marks CELSIUS’ first limited edition flavor, and we knew we wanted to make this into a unique moment for the brand,” shared Chief Brand Officer Kyle Watson. “The inspiration came from après-ski culture… think snow-dusted mountains, cozy lodges, and a refreshing spritz shared with friends.”

According to the brand, the Sparkling Snowball Frost flavor features a “velvety mix of winter-kissed citrus flavors.” And with its bright orange hue and chilled, mountain-inspired branding, it does look and sound like it belongs on a fancy mocktail menu.

Lauren Wolfe, Macy Broyles, Sally Carden, Audrey Trullinger and Tatyana Lafata attend the CELSIUS Spritz Vibe Workout Hosted By Barry’s Miami Beach. Getty Images for CELSIUS

To celebrate the launch, the brand treated longtime partners to a two-day Miami Beach getaway, packed with branded dinners, sweat-soaked VIP Barry’s workouts, ice baths, other recovery experiences, plus live performances at the iconic Palm Tree Club, featuring a DJ set by Loud Luxury. Curious how they maintained the energy for all that? The answer would probably be a whole lot of Celsius.

“The event’s lively music performances and social moments celebrate our community and the authentic connection we share with consumers and partners,” shared Watson. “Together, they bring to life the après-ski energy behind CELSIUS Spritz Vibe — the perfect blend of performance and play, where energy meets celebration.”

Guests included Love Island’s Nic Vansteenberghe, Bachelor alums Tyler Cameron and Maria Georgas, and longtime partner Brooks Nader. The lineup represents Celsius’ positioning in both entertainment and fitness spaces, and many of these stars have also helped amplify the brand on social media.

With over 6 million TikTok followers, Celsius has undoubtedly built a strong relationship with the Gen Z market.

David Dobrik and Corinna Kopf holding Celsius Spritz Vibe cans at the launch party. Getty Images for CELSIUS

Limited-edition releases continue to keep fans on their toes. Over the years, Celsius has released over 40 flavors, including sparkling classics, Fizz Free favorites, and the experiential “Vibe” line, which is meant to transport taste buds to destinations around the world.

For the new Spritz Vibe, a playful Apres-Ski–style promo shows skiers sipping the new drink atop a sunny, snow-filled mountain. Another viral post shows the drink turned into a Spritz Vibe Snowball Slush Mocktail. The response has been overwhelmingly enthusiastic, with commentators calling it “the sip of the season” and others saying their “worlds are colliding.”

For “Zillenials,” Spritz Vibe fits seamlessly into daily routines and comes with some attractive health benefits. With trends like “Sober October” and “The Great Lock-In,” Gen Z has shown a strong focus on wellness — and less interest in alcohol. A 2023 Gallup survey found that roughly 38% of adults under 35 never drink, up 10% from two decades ago.

While a few fans pointed out that the new flavor resembles an Aperol Spritz, Celsius Spritz Vibe is entirely non-alcoholic. Rather, it’s packed with functional ingredients.

Celsius

“As more consumers turn to wellness culture and non-alcoholic beverage options, CELSIUS delivers a zero-sugar energy drink and offers the fun and refreshing flavor of a traditional cocktail, without compromising a wellness-focused lifestyle,” explained Watson.

Celsius drinks are zero sugar and contain no high fructose corn syrup or artificial colors. Each can packs in 200 milligrams of caffeine with green tea extract, guarana seed extract, and ginger root, along with a blend of essential vitamins like Vitamins B and C.

Celsius’ flavor variety and messaging have won over many loyal consumers. In a crowded market, the brand seems to have found all the right ingredients. The new Spritz edition proves that people can enjoy delicious drinks that fuel the day or night, without a hangover or a health hit.

Why Trust Post Wanted by the New York Post

This article was written by Miska Salemann, New York Post Commerce Writer/Reporter. As a health-forward member of Gen Z, Miska seeks out experts to weigh in on the benefits, safety and designs of both trending and tried-and-true fitness equipment, workout clothing, dietary supplements and more. Taking matters into her own hands, Miska intrepidly tests wellness products, ranging from Bryan Johnson’s Blueprint Longevity Mix to home gym elliptical machines to Jennifer Aniston’s favorite workout platform – often with her adorable one-year old daughter by her side. Before joining The Post, Miska covered lifestyle and consumer topics for the U.S. Sun and The Cannon Beach Gazette.