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Celsius, one of the fastest-growing names in the energy beverage sector, has taken a decisive step toward global expansion by appointing Garrett Quigley as President – Celsius International. The appointment marks a significant milestone in the brand’s mission to strengthen its international presence and bring its unique energy and wellness offering to a wider global audience.
With over 25 years of leadership experience at PepsiCo, Quigley’s arrival signals Celsius’s intent to combine visionary leadership with operational excellence. Known for his expertise in leading market transformations and nurturing powerhouse brands, Quigley has built an impressive track record across multiple international markets, including the UK, Nordics, and Western Europe. His reputation as a strategic leader who can balance global brand strategy with local market agility makes him a strong fit for Celsius’s next phase of growth.
In his newly created role, Quigley will oversee the brand’s international go-to-market strategy. This will include leading in-market commercial and marketing teams, ensuring that Celsius delivers on its promises of innovation, consumer engagement, and consistent brand performance across regions. His role will also be central to ensuring that Celsius’s values—built on wellness, energy, and performance—resonate across diverse cultural and consumer landscapes.
A Strategic Appointment for a Transformational Phase
The decision to create a new international leadership role underscores Celsius’s growing global ambitions. The brand, which has already made strong inroads in North America and several emerging markets, is now poised to accelerate its expansion into Europe, Asia, and beyond. For a company that has redefined what energy drinks can mean—blending lifestyle appeal with fitness and health consciousness—the appointment of an internationally seasoned executive like Quigley represents a strategic pivot toward scalability and sustained global resonance.
“Garrett’s experience and proven leadership across markets make him the ideal person to drive Celsius’s international growth,” said a company representative. “As we continue to build our global presence, his ability to lead high-performing teams and execute consumer-centric strategies will be vital.”
At PepsiCo, Quigley developed a reputation for operational discipline and creativity. He held key roles that spanned marketing, strategy, and market leadership, managing large-scale teams and brand portfolios. His leadership was instrumental in modernizing PepsiCo’s approach to market-specific innovation—ensuring that global consistency and local relevance coexisted seamlessly. Those same skills are expected to guide Celsius’s next chapter as it enters new markets and solidifies its position as a category leader.
Redefining the Energy Drink Market
Celsius has built its brand identity on being more than just an energy drink. It has positioned itself as a lifestyle performance beverage, crafted for people who seek vitality and active living without compromising wellness. Its range of products—known for clean ingredients, no artificial preservatives, and a focus on metabolic support—has resonated strongly with fitness-conscious consumers.
Under Quigley’s leadership, Celsius aims to strengthen this positioning in global markets by adapting its communication and distribution strategies to suit diverse audiences. The goal is not just to sell a drink, but to export a culture of positive energy that aligns with modern consumer values around health, performance, and authenticity.
The global beverage market has witnessed a growing shift in consumer preferences, with more people seeking functional drinks that deliver both energy and wellness benefits. Celsius sits at the forefront of this movement, blending performance science with contemporary brand storytelling. With Quigley’s expertise, the company is expected to refine its international strategy to match this evolving consumer mindset, ensuring that the Celsius experience remains distinctive and aspirational across every market.
Building Teams and Markets
One of Quigley’s hallmarks as a leader has been his commitment to developing high-performing, purpose-driven teams. During his years at PepsiCo, he built organizations that thrived on collaboration, creativity, and accountability. For Celsius, which is growing rapidly and entering new markets, his leadership style promises to instill a culture of performance excellence balanced with innovation.
In his new position, Quigley will focus on enhancing cross-market coordination, improving commercial operations, and strengthening partnerships with distributors and retailers. His mandate includes ensuring operational excellence—from supply chain efficiency to localized marketing initiatives—so that the Celsius brand maintains its premium quality and consistency no matter where it’s consumed.
Quigley’s approach is expected to emphasize data-driven decision-making, leveraging consumer insights and market analytics to tailor strategies for each region. By doing so, Celsius can adapt quickly to market dynamics while maintaining its global brand identity.
A Global Vision for the Future
Celsius’s rise has been one of the most talked-about success stories in the beverage industry. Its appeal to health-conscious, active consumers has helped it carve out a distinct niche in a crowded energy drink market dominated by legacy brands. Now, with Garrett Quigley at the helm of its international operations, the company is ready to elevate its global impact.
The appointment also highlights a broader trend within the industry: the increasing convergence of health, performance, and lifestyle in consumer products. As more people around the world seek beverages that align with their personal goals and wellbeing, Celsius’s focus on “living fit” rather than just “getting energized” sets it apart.
By combining this unique brand philosophy with Quigley’s strategic acumen, Celsius is positioning itself to achieve sustainable growth across continents. His leadership will likely play a critical role in ensuring that Celsius not only enters new markets but also builds meaningful, lasting connections with consumers everywhere.
As Celsius continues its global journey, the addition of Garrett Quigley represents more than an executive appointment—it’s a statement of intent. It signals the brand’s readiness to take its mission of wellness-driven energy to the world stage, backed by a leader who understands both the art and science of global brand building.
With a powerful combination of visionary leadership, strong team culture, and consumer-centric innovation, Celsius stands poised to redefine the energy beverage landscape—one market at a time.
