Celsius's reliance on Costco has dropped to 11% of sales due to its expanding distribution partnership with Pepsi, which is also integrating Alani and Rockstar. The recent 6.57% share price decline overestimates the threat of Kirkland energy drinks, creating a mispricing as Celsius's growth in convenience stores outpaces the category. The dip presents a buying opportunity because Celsius is highly insulated from the new Costco competition. Kirkland could aggressively capture broader market share, or the Pepsi distribution integration could face delays.
CELH
HIGH
Mar 25, 03:49
Key Points
['Market overreacted to Kirkland brand.', 'Costco reliance down to 11% of sales.', 'Pepsi distribution driving growth.', 'Convenience channel growing fast.']
March 25, 2026 at 03:49