Apr. 24 at 11:24 PM
Saw something interesting at the gym today — Costco’s Kirkland energy drink starting to show up in rotation. That’s when the market questions start getting louder.
So the real debate: are
$CELH holders actually “cooked,” or is this just another distribution headline cycle while the category keeps expanding?
Competition entering the shelf doesn’t automatically kill a brand — but it does force valuation reality checks.
$COST has the scale, pricing power, and distribution moat to pressure margins at the edges of the energy drink space.
That said, secular categories rarely flip overnight. Demand for energy drinks is still growing globally, and winners tend to coexist longer than people expect.
This is where positioning matters more than narratives. You don’t need perfection.
Some trades look obvious in hindsight, but live through them and it’s always more complex than “winner vs loser.”
Curious about the full approach?👉 Check the @MeanReverter_
