- Becky G is fronting Alani Nu's brand-new "Purple Cotton Candy" energy drink, branded "Center Stage with Becky G", a zero-sugar, 200mg caffeine can described as tangy grape candy spun into caramelized clouds.
- The limited-edition drink is already hitting major retailers including Target, Sam's Club, Wegmans, and Kroger, with 12-packs priced at $17.98 at Sam's Club.
- This marks Becky G's first collaboration with Alani Nu. The brand has previously partnered with Kim Kardashian on "Kimade," Paris Hilton, Emily Ratajkowski, and Brittany Mahomes.
- The deal lands as Becky G is deep into her 2026 music era, having dropped "Marathon" in March and "EPA" in May, both singles from her upcoming fifth studio album on RCA Records.
Alani Nu has tapped global Latin superstar Becky G to co-create a limited-edition “Purple Cotton Candy” energy drink, branded as “Center Stage with Becky G.” The flavor delivers tangy grape candy meets caramelized cotton candy: zero sugar, B vitamins, and 200mg of caffeine per can.
The drink has started showing up at Target stores, with broader retail distribution following across major chains nationwide. For longtime Alani fans, the flavor reads like a spiritual successor to the brand’s discontinued Carnival Candy Grape, one of its earliest cult favorites.
The partnership comes after Celsius Holdings completed its $1.8 billion acquisition of Alani Nu in early 2025, signaling the brand’s continued push for high-profile celebrity-flavored launches.
Previous Alani Nu collaborations with Kim Kardashian, Paris Hilton, and Emily Ratajkowski have been central to the brand’s $3 billion-plus valuation and growth strategy.
For Becky G, this adds to a busy 2026 brand portfolio. She recently starred in Lenovo’s “Your Club Your Canvas” global campaign as Global Ambassador, and was named Garnier Fructis’ brand ambassador for their “Put It to the Test” hair care campaign.
The energy drink deal mirrors the kind of flavor-forward celebrity strategy Alani Nu has used to dominate shelf space, much like Morgan Wallen’s partnership with Monster Energy reflected the same playbook in a different genre lane.
Takeaways
Alani Nu isn’t just selling energy drinks, it’s selling identity, and Becky G is one of the clearest mirrors of their target customer: young, bilingual, culturally plugged-in, and unapologetically bold.
Naming the can “Center Stage with Becky G” isn’t subtle, it’s a full co-branding move that makes her part of the product’s personality, not just a face on an ad.
With Celsius Holdings now behind Alani Nu’s distribution muscle following the $1.8B acquisition, this partnership also signals that the brand is ready to use bigger celebrity firepower to drive volume in a competitive market.
For Becky G, aligning with a brand this culturally embedded with Gen Z women while actively releasing new music is smart timing, it keeps her name circulating in exactly the spaces her fanbase already lives in.
Could “Purple Cotton Candy” transition from limited-edition to a permanent Alani Nu SKU, and would Becky G’s involvement be the deciding factor? How does Becky G’s crossover appeal between English and Spanish-speaking audiences give Alani Nu a foothold in markets where they’ve had less penetration?
