Core Insights - CELSIUS energy drinks are leveraging a recent labeling error that led to a recall of High Noon Vodka Seltzer cans mistakenly labeled as CELSIUS® ASTRO VIBE™ Energy Drink, creating a viral marketing opportunity [1][2][5] Group 1: Company Response - CELSIUS has recognized the viral nature of the mix-up and is engaging with consumers through social media, resulting in a positive reaction [5] - The Chief Marketing Officer of CELSIUS stated that the company acted swiftly and strategically to connect with their community while providing accurate information regarding the recall [5] Group 2: Social Media Engagement - The incident has sparked significant online dialogue, with users making humorous comments and suggestions, such as creating a non-alcoholic version of their product [4][5] - CELSIUS has actively participated in this dialogue, posting engaging content on their social media platforms to maintain brand visibility [2][5]

Financial Performance - Q1 2025 - Celsius Holdings' total revenue decreased by 7% year-over-year to $329.3 million[28] - North America revenue decreased by 10% year-over-year to $306.5 million[28] - International revenue increased by 41% year-over-year to $22.8 million[27, 28] - Net income decreased by 43% to $44.4 million[28] - Adjusted EBITDA decreased by 21% to $69.7 million, with an Adjusted EBITDA Margin of 21.2%[28, 49] Market Position and Growth - Celsius Holdings is the 1 growth brand in RTD (Ready-to-Drink) energy[15] - Celsius Holdings' portfolio is the 3 energy drink portfolio in the U.S with a 15.5% market share in 2024[19] - The acquisition of Alani Nu closed on April 1, with the brand surpassing $1 billion in retail sales in the last 52 weeks[23] - Celsius Holdings portfolio drove approximately 20% of category growth in Q1[23] Key Metrics - Full Year 2024 - Revenue reached $1.36 billion[19] - Gross Margin was 50.2%[19] - Net Income was $145 million[19] - Adjusted EBITDA was $256 million, with an Adjusted EBITDA Margin of 18.9%[19] Retail Sales - Total retail sales in the U.S reached $3.5 billion in 2024[16] - Brand CELSIUS® holds 98.7% ACV and is sold in over 241,000 U.S retail outlets[19]