Celsius Holdings Makes a Major Move in Energy Drinks: Should You Buy the Stock Down 68% From All-Time Highs?
The stock is slowly bouncing back from a long drawdown.
Energy drinks used to be a sleepy category dominated by two players, Red Bull and Monster Beverage. Not much changed in regard to competition each year. Now, that has changed with the emerging growth of Celsius Holdings (NASDAQ: CELH) and its sugar-free energy drinks.
The brand has disrupted the entire energy drink category, with the two incumbent leaders now trying to defend their positions, PepsiCo investing in Celsius, and other brands successfully entering the space.
Celsius has led the charge in sugar-free energy, but many brands are now nipping at its heels. This year, management decided it was time to team up with one of these upstart competitors, which is why it recently announced the acquisition of Alani Nu. The combined brands will be the third-largest player in energy drinks in North America, and the fastest-growing -- both by large margins.
