Meanwhile, Tazo was bought by Starbucks for $8.1 million in 1999 and sold for $384 million 17 years later. That's a 25% YoY growth rate, somewhat above CELH's revenue growth over the last 4 years (and equal to about $32 million in CELH revenue for 2017).
So as I've been saying for years, CELH is WAY overvalued based on any fundamental measure.