I'll use the Celsius Holdings (CELH) 2020Q3 earnings report and conference call (released on 11/12/20), as the backdrop to talk about bigger functional energy drink categorical and strategic insights. Key points within the content includes; retail and DSD distribution increases, digital sales details with Amazon highlights, and other positive insights that show you why Celsius Holdings broke just about every internal record in the company's history this quarter. Celsius energy drinks are heating up in the market, even with resistance within some of its historically strong sales channels. That being said, the company is transforming itself from a niche energy drink brand into a real viable mainstream player that should pick up incremental trialing in the fickle beverage category as it gains ACV across major channels. I still think Celsius is in prime position to be sold in the coming 12-18 months, but current aggressive stock prices have pushed the market cap above $2B making the deal expensive.