15-04-2025
The Energy Drink That Hooked Young Women — and Industry Giant Celsius
During the LA wildfires in January, influencer Sydney Sims posted a video on TikTok of shopping for what she needed to evacuate from her home in Hollywood. Into her Target cart went a box of protein bars, pet food and a few toys for her cats. 'Now we're trying to find the essentials — AKA, Alani,' she said before grabbing a case of the energy drink Alani Nu, plus two cans from a store fridge for the road.
Sims, whose home survived the fires, wasn't a fan of caffeinated drinks until she first tried Alani Nu in 2022, four years after the brand's launch. 'I was hooked,' said Sims, a 27-year-old public relations specialist who counts almost 91,000 followers on TikTok. Sims has become a daily consumer of Alani Nu flavors like Watermelon Wave (describing it as ' elite ' in a January TikTok review) and Blue Slush (' pretty good,' she concluded in March).
