Celsius and 7-Eleven turn Brunswick store into Australia’s first convenience store rave

Energy drink brand Celsius and 7-Eleven are pushing brand activations into new territory, transforming a Melbourne convenience store into what they claim is Australia’s first-ever convenience store rave, with tickets selling out in under two minutes.

The one-morning event, dubbed Celsius Session, will take over the 7-Eleven Brunswick store on Saturday, January 17, from 9am to 1pm, for the launch of Celsius’ Sparkling Raspberry Peach flavour.

Headlined by Australian DJ CYRIL, alongside a lineup including Ben Silver, YA GIRL PARTY B and Brown Suga Princess, the activation blends DJ sets, sound systems and slushie machines inside the suburban convenience store - reframing the morning coffee run as a Gen Z-targeted rave experience.

Tickets were priced at $7.11 and sold out within two minutes of release. 7-Eleven general manager marketing Adam Jacka said the idea was one the brand moved quickly to back.

“This is the kind of pitch you get excited about,” Jacka said. “Let’s turn a 7-Eleven into Australia’s first convenience-store rave. 

“When strategic partners like Celsius land ideas like this with your team, you don’t overthink it - you back it.” 

The activation reflects a shift among brands toward culture-led, social-first experiences designed to travel beyond the physical event itself, particularly when targeting younger audiences. 

SEE MORE: Celsius lays out new brand playbook: modern, inclusive, aligned

Celsius has been on a strong growth trajectory in Australia, with the Brunswick takeover positioning the brand squarely inside youth culture rather than traditional fitness or functional beverage cues. For 7-Eleven, the partnership continues its push into experiential retail moments that extend the brand beyond convenience and into lifestyle and entertainment. 

The event has already attracted coverage across social platforms and lifestyle media, including Time Out, reinforcing the role of limited-access, hyper-local activations in driving outsized attention. 

While only a small number of fans will attend in person, the brands appear to be banking on the broader digital afterlife of the event - with social content, creator amplification and cultural relevance doing the heavy lifting well beyond Saturday morning.