Celsius Drops Limited Shirley Temple Winter Drink

BOCA RATON, Fla. — The seasonal beverage wars have officially shifted past basic pumpkin spice. While autumn leaves are barely hitting the ground, functional energy drink brands are already rushing to lock down holiday market share.

Celsius Holdings, Inc. is leaning heavily into nostalgic childhood flavors for its latest seasonal release, announcing the debut of the CELSIUS SPRITZ VIBE Winter Edition in a brand-new Sparkling Shirley Temple flavor.

Key Takeaways

• Holiday Flavor Profile: The limited-edition Winter Edition combines juicy cherry, sparkling citrus, and a vibrant twist of fresh lime to recreate a classic Shirley Temple.
• Functional Energy: Like the brand’s core portfolio, the seasonal VIBE release delivers zero-sugar, functional energy designed to power active lifestyles and holiday workouts.
• Experiential Marketing: The rollout includes winter-themed Barry’s fitness classes, après-ski DJ sets at Park City Mountain, and social collaborations with reality TV star Maura Higgins.

Following the successful launch of its SPRITZ VIBE Summer Edition back in July, Celsius is keeping the momentum rolling by targeting winter holiday gatherings, Friendsgiving dinners, New Year’s Eve watch parties, and high-intensity gym sessions.

Recreating a mocktail classic like the Shirley Temple gives the brand a sweet, fruit-forward alternative to standard citrus or berry energy drinks.

Kyle Watson, Chief Brand Officer at Celsius, explained the cultural strategy behind the flavor choice:

“Holiday moments are all about creating a sense of excitement, connection and celebration. CELSIUS SPRITZ VIBE flavors have quickly become one of the most exciting platforms in the CELSIUS portfolio, and the new Sparkling Shirley Temple flavor gives us a natural way to extend that momentum into the season. CELSIUS SPRITZ VIBE Winter Edition brings the nostalgia consumers know and love, with a bright, refreshing twist that feels distinctly CELSIUS.”

Experiential Marketing on the Slopes and in the Gym

Instead of just relying on standard grocery store shelf placement, Celsius is backing the launch with heavy experiential activations. The brand is partnering with fitness brand Barry’s to host winter-themed workout classes, alongside mountain-top DJ sets and après-ski pop-ups at Park City Mountain.

Additionally, The Traitors alum and Dancing with the Stars cast member Maura Higgins is spearheading digital social content highlighting the drink’s versatility across workouts and holiday parties.

Whether you’re trying to survive an intense holiday shopping marathon or pushing through a brutal morning gym session on the slopes, a zero-sugar cherry-lime energy drink hits a very specific consumer sweet spot.

With massive sports marketing deals already locked in—including official energy drink sponsorships for ESPN’s College GameDay and the ATHX Games—Celsius continues to prove it knows how to keep its brand presence hyper-visible year-round.

If the Sparkling Shirley Temple edition tastes half as good as its marketing pitch, gym fridges are going to clear out fast this winter.