B & B Beer Distributing launches Celsius in western Michigan

According to the company, with the new distribution partnership, Celsius now has distribution throughout the state of Michigan. Tim Sullivan, vice president of B & B, said: "After a period of disciplined and targeted distribution efforts, we are starting to see the Celsius brand develop a strong following in the west Michigan area." Dick McGee, COO of Celsius, said: "B & B's professional approach to helping to build a brand is also paying off in other channels, such as several college campuses. They really understand our target market. Partners like this are important, as you build a brand and a new category in the beverage business."