Odd Lots The Incredible Rise of the Celsius Energy Drink
Oct 26, 2023
Mark Astrachan, an analyst at Stifel Nicholaus, dives into the world of energy drinks, spotlighting Celsius Holdings and its remarkable rise. He discusses Celsius's transformation from obscurity to a market leader, leveraging social media and gym culture for brand visibility. The conversation highlights the competitive landscape shaped by brands like Monster and the evolving preferences of consumers seeking quick energy solutions. Astrachan also explores innovative flavors, effective branding strategies, and the dynamics driving the industry's expansion.
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Celsius Fridge
- Joe Weisenthal noticed increased Celsius presence in his bodega.
- This included a new Celsius-branded refrigerator and more stock.
Distributor-Driven Success
- Distributors, seeking new products for their trucks, drive energy drink success.
- This is especially true for beer distributors facing declining beer volumes.
Monster's Coke Deal
- Monster's Coke deal secured international distribution but created domestic openings.
- Other brands like Bang and Celsius capitalized on these distribution gaps.