Hi Matt??
I was wondering about one thing being someone who is in marketing. In some ways, I feel that the valuation for this product is slightly different from past beverages, since it is a functional drink.
The basis that I use is myself since I drink Celsius, for its health benefits :) Where possibly I try to drink a couple of cans a day, since I believe that it is doing something good for me. Like an energy drink, I think it add some though I try to imbibe more diligently (like a vitamin). I am definitely not someone who gets addicted and at the price of a can, this is more than I like to pay (especially since I can get 3-4 shares per can)
I don't feel like this is like JDSA which was more a marketing gimmick with decent drinks. I got into HANS late, but still did a 3 bagger which wasn't bad.
Just wondering as you build the valuation, whether the multiples may indeed be different going forward at some point.
Best,
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