
CELSIUS and 7-Eleven Australia are hosting what’s being billed as Australia’s first convenience-store rave to mark the launch of CELSIUS’ new Sparkling Raspberry Peach flavour.
The one-off event will take place on January 17 at a 7-Eleven store on Brunswick Road, which will be transformed into a morning dance floor for a four-hour rave. DJ and producer CYRIL (@itsyaboiciz) will headline the line-up, alongside a group of emerging Australian DJs.
Running from 9 am to 1 pm, the CELSIUS SESSIONS Pop-Up Rave will bring live music into a convenience-store setting, leaning into the growing popularity of early starts and daytime social events in the US.
CYRIL said playing a convenience-store rave was a new experience. “I’ve done a lot of crazy pop-ups, but this is my first-ever convenience store rave, and the first in Australia,” he said.
“2025 was the year of the coffee shop rave; 2026 is officially the year of the convenience store rave. I usually swing by 7-Eleven for a meat pie, but this weekend I’ll be throwing a sold-out rave and sipping on a CELSIUS.”
Uptick in functional drinks consumption
The event coincides with strong growth in the functional drinks category. According to Mintel, 65 per cent of Australians have consumed a functional food or drink in the past three months, with uptake highest among younger consumers, including Gen Z and millennials.
Andrew Brooks, Head of Marketing ANZ at CELSIUS, said: “CELSIUS is about helping people live an active lifestyle, it’s for those who want to move, connect and make the most of every moment. Partnering with 7-Eleven for a morning rave felt like the ultimate expression of that.
“It’s high-energy, social, and a reminder that feeling good doesn’t have to wait for later; it can start first thing in the morning.”
Adam Jacka, General Manager of Marketing at 7-Eleven Australia, said the collaboration reflected how customers are starting their day.
“We’ve always been a place where Aussies turn to start their day, whether it’s an oat latte, an iced coffee or what we’re seeing increasingly with Gen Z, a refreshing energy hit like CELSIUS.
“This takes a morning boost to the next level, and we’re proud to be partnering with CELSIUS on this one. A morning rave is unexpected, but it makes perfect sense, it’s local, it’s fun, and it brings the community together in the most 7-Eleven way possible.”
Tickets for the January 17 event are on sale now via Eventbrite, with limited spots available.
Guests attending the rave can expect breakfast items from 7-Eleven, giveaways, special appearances and CELSIUS samples, including the new Sparkling Raspberry Peach flavour.
Source: Enthral
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