Interview with John Fieldly, CEO of Celsius ($CELH)
Special thanks to our two sponsors: TradeZero and Lupton Capital
Next week I’ll be doing a deep dive demo of TradeZero so you can see what I like about their platform and why I partnered with them.
Below is my recent interview with John Fieldly, CEO of Celsius Holdings ($CELH). As many of you know CELH is my largest position and has been for most of this year and it’s been a top 3 holding for the past 2.5+ years since I started buying the stock in May of 2020. I remain bullish on CELH for all the reasons discussed in the interview and the thoughts from my recent mini writeup (the link is down below).
During the interview I tried to cover as many topics as possible including:
how has CELH been able to grow so rapidly the past few years
how did they become the #2 energy drink on Amazon
how did they become the #3 energy drink in the US (recently passing BANG)
would they ever build out their own DTC website/business on Shopify
details on their new distribution agreement with Pepsi
when did Pepsi approach them
how massive is this Pepsi deal and how many new stores/coolers are in play
is it possible that Pepsi could buy a bigger stake in CELH (this one is important)
international expansion plans (Canada, Mexico, Europe, etc)
where do gross margins go from here
their product development strategy
continuing to add more talent to the CELH team
M&A opportunities
Hope you enjoy it!!
Last week I published some thoughts on CELH which you can read here…
CELH did hit a new all-time high today which you can see on the chart below. CELH is up more than 200% from the May lows so please don’t feel like you need to chase it here. In full disclosure I was adding to my CELH position a couple weeks ago when the stock pulled back under $88 and dipped below the 100d EMA. That was my last add. I have not trimmed my position since and didn’t trim today when we hit a new ATH. Based on my investment models (which have been very accurate the past couple years), I think CELH could be a $250-300 stock in the next 3-4 years assuming they don’t get acquired by Pepsi ($PEP) so my plan is to hold the shares I have and continue adding on any pullbacks. Now that I know PEP can increase their stake up to 15% by buying shares in the open market, I think we have the “Pepsi put” to help support the stock on any meaningful pullbacks.
If you have any questions about CELH please feel free to reach out, I know this company pretty well so happy to help in any way possible.
Have a great weekend. My next deep dive writeup will be out this weekend along with my Talking Technicals writeup.
Regards,
Jonah
http://linktree.com/jonahlupton
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