FORT LAUDERDALE, Fla. – Feb. 21, 2025 – Global law firm Greenberg Traurig, P.A. is representing Alani Nutrition LLC in connection with a definitive agreement to sell the company to Celsius Holdings, Inc. (Nasdaq: CELH) for $1.8 billion. The sale includes $150 million in tax assets for a net purchase price of $1.65 billion, comprising a mix of cash and stock.
The transaction will combine two growing brands in the U.S. energy drink category, creating a leading better-for-you, functional lifestyle platform that is well positioned to capitalize on the growing consumer preference for zero-sugar alternatives, according to the company’s press release.
Under the terms of the agreement, Celsius will acquire Alani Nu from co-founders Katy and Haydn Schneider and Congo Brands’ Co-Founders Max Clemons and Trey Steiger. The transaction is subject to customary closing conditions, including regulatory approvals, and is expected to close in the second quarter of 2025.
Founded in 2018, Alani Nu is a growing, female-focused brand that delivers functional beverages and wellness products targeting Gen Z and millennial consumers. The company offers a range of products including energy drinks, daily essentials, on-the-go snacks, and more.
The Greenberg Traurig team representing Alani Nu is led by Fort Lauderdale Corporate Shareholder Mathew B. Hoffman and also includes Chicago Tax Shareholder Jeffrey K. Ekeberg, Chicago Intellectual Property & Technology Shareholder Herbert H. Finn, Tampa and New York Corporate Shareholder Dmitriy A. Tartakovskiy, Tampa and New York Corporate Shareholder Nicholas Kypriotakis, Fort Lauderdale Corporate Shareholder Travis M. Walker, and New York Antitrust Litigation & Competition Regulation Shareholder Stephen M. Pepper.
Other team members include Miami Shareholder and Co-Chair of the firm’s Global Employee Benefits & Compensation Practice Mindy B. Leathe, Chair of the Fort Lauderdale Litigation Practice Avi Benayoun, San Francisco Data Privacy & Cybersecurity Shareholder Darren J. Abernethy, New York Corporate Shareholder Todd E. Bowen, Washington, D.C., Antitrust Litigation & Competition Regulation Shareholder Justin P. Hedge, Fort Lauderdale Corporate Shareholders Flora R. Perez and Laurie L. Green, Denver Health Care & FDA Shareholder Justin J. Prochnow, Atlanta Labor & Employment Shareholder Natasha L. Wilson, Atlanta Labor & Employment Of Counsel Whitney Bly Edwards, Washington, D.C., Antitrust Litigation & Competition Regulation Of Counsel Rebecca Tracy Rotem, Chicago Intellectual Property & Technology Associate Molly Carr, Fort Lauderdale Corporate Associates Sara Shayanian, Paul Decoste, and Amanda Lowe, Fort Lauderdale Litigation Associate Sabrina D. Niewialkouski, Sacramento Litigation Associate Alexander L. Nowinski, and New York Corporate Associate Patrick Seo.
About Greenberg Traurig’s Corporate Practice: Greenberg Traurig’s Corporate Practice comprises more than 600 lawyers in the United States, Europe, Asia, the Middle East and Latin America who regularly advise public and privately held companies, entrepreneurs and investment funds on global mergers and acquisitions, corporate restructurings, private equity and venture capital, underwritten and syndicated offerings, commercial finance and syndicated lending, cross-border transactions, and general corporate matters. The group’s industry experience includes transactions in a wide range of fields, from the pharmaceutical, medical devices, and life sciences fields, to representations involving clients in the aviation, banking, consumer products, energy, food and beverage, health care, manufacturing, media, technology, and telecommunications sectors.
About Greenberg Traurig: Greenberg Traurig, LLP has more than 2750 attorneys in 49 locations in the United States, Europe and the Middle East, Latin America, and Asia. The firm is a 2024 BTI “Leading Edge Law Firm” for delivering on client expectations for the future and is consistently among the top firms on the Am Law Global 100 and NLJ 500. Greenberg Traurig is Mansfield Rule Certified Plus by The Diversity Lab. The firm is recognized for powering its U.S. offices with 100% renewable energy as certified by the Center for Resource Solutions Green-e® Energy program and is a member of the U.S. EPA’s Green Power Partnership Program. The firm is known for its philanthropic giving, innovation, diversity, and pro bono. Web: www.gtlaw.com.