Washington’s Secret Weapon: The Beloved Gen Z Energy Drink Fueling Capitol Hill and Beyond

The Rise of Celsius: A Favorite Among Gen Z and Capitol Hill

Celsius, the suddenly-ubiquitous energy drink, has become a beloved choice among Gen Z and even the bustling halls of Capitol Hill. With twice the caffeine content of a cup of coffee, it's no wonder that this beverage has captured the attention of many. In fact, one reporter went as far as saying, "Congress would probably go into a government shutdown without Celsius."

The Go-To Meeting Spot for Lobbyists and Congressional Staffers

When D.C. lobbyist Matthew Hoekstra wants to have a quick meeting with a Congressional staffer, he knows exactly where to go. Headquartered in the basement of the Rayburn House Office Building, a sprawling complex on Capitol Hill, Hoekstra swears by the special spot in front of the Celsius vending machine. It's become a familiar meeting point for those who frequent the area.

From College Campuses to Capitol Hill: Celsius Takes Over

Celsius has made its mark on college campuses, corner stores, and gyms over the past three years. Despite being introduced to the market in 2005, it struggled to gain traction until a vitamin entrepreneur invested heavily in marketing and advertising. The recent distribution deal with PepsiCo in 2022, coupled with the overall growth of the energy drink market during the pandemic, has propelled Celsius's valuation to a staggering $13.4 billion, up from $280 million in 2018.

The Allure of Celsius: A Powerful Boost with a Refreshing Twist

With its original 12 oz can containing 200 milligrams of caffeine, Celsius offers a potent kick that surpasses a regular cup of coffee and even a standard 16 oz can of Monster. What sets Celsius apart is its smooth, vaguely fruity taste, reminiscent of Propel Water rather than a typical energy drink. Capitol Hill enthusiasts of the beverage, referred to as "Celli" fans, see it as a cleaner alternative to coffee that doesn't stain teeth and delivers twice the energy at a lower cost.

Celsius: A Healthier Alternative for the Lobbyist Lifestyle

For lobbyists like Matthew Hoekstra, Celsius is more than just an energy drink. It serves as an antidote to the unhealthy lifestyle often associated with the profession. Hoekstra appreciates that Celsius offers some health benefits, including a metabolism boost, unlike other sugary energy drinks. While speculation about its ingredients swirls on social media, Celsius remains a popular choice among health-conscious individuals on Capitol Hill.

Celsius's Growing Presence on Capitol Hill

Celsius's popularity on Capitol Hill is evident from the appearance of Celsius-only vending machines in prominent locations such as Rayburn, the Cannon House Office Building, and even the basement of the House of Representatives. The company has also made its way into dining facilities like the Capitol Refectory and the Dirksen Senate Office building cafeteria. Its presence has become so significant that a shortage of Celsius prompted concerned tweets from staffers and press, even garnering a mention in POLITICO's Huddle newsletter.

A Phenomenon Fueled by Young, Energetic Professionals

According to Duane Stanford, editor and publisher of Beverage Digest, Celsius's popularity on Capitol Hill is no surprise. The young, energetic professionals who dominate the area, driven by their career-oriented mindset and a focus on fitness, find Celsius appealing. Stanford explains that energy drinks were previously associated with blue-collar workers needing a boost, but now, white-collar workers, including those on Capitol Hill, embrace these drinks as well. Celsius's branding, which emphasizes a blend of seven vitamins and claims to accelerate metabolism, resonates with this new consumer group.

Celsius: A Lifeline for Congressional Chaos

As Congressional chaos ensues, Celsius's rising popularity seems to have a clear connection. Eric Garcia, the Washington bureau chief for The Independent, suggests that the long hours and intense nature of covering Congress require a source of energy to stay awake. In an ideal world, the need for Celsius could be minimized if House Republicans could find a speaker or pass a spending bill on time. However, until then, Celsius remains a reliable lifeline for those navigating the demanding world of Capitol Hill.

Conclusion

Celsius has undoubtedly made its mark on Capitol Hill, captivating Gen Z, lobbyists, staffers, and even members of Congress. With its powerful caffeine content, refreshing taste, and perceived health benefits, Celsius has become the go-to energy drink for those seeking a cleaner alternative to coffee. As its presence continues to grow on Capitol Hill, it's clear that Celsius has become a secret weapon for many in the fast-paced world of Washington, D.C.

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By: insider@insider.com (Lauren Vespoli)
Title: Washington’s Secret Weapon: The Beloved Gen Z Energy Drink Fueling Capitol Hill and Beyond
Sourced From: www.businessinsider.com/celsius-popularity-washington-capitol-hill-energy-drink-2023-11
Published Date: Sun, 26 Nov 2023 10:47:01 +0000