Celsius Holdings went "to the moon”, but what happens next? For those that might not understand that "Reddit or Fintwit reference", it's a phrase used when someone thinks the price of a stock is going to see a huge increase. Celsius Holdings has skyrocketed close to 1000% in the last 12 months, but they also hit the elusive $100 million mark in yearly revenue. This is a sales target that is extremely difficult to reach for energy drink brands that also are not owned by a large beverage portfolio or have a national beverage distribution partnership. I'll further explain the impressive performance by covering information from the Celsius Holdings (Nasdaq: CELH) 2020Q4 earnings report and conference call that was recently released on 3/11/21. Additionally, I'll use that recent financial news as the backdrop to talk about larger functional energy drink categorical and strategic insights. Key points within the content piece include retail and DSD distribution increases, digital sales details with Amazon highlights, and other positive metrics that show you why Celsius Holdings is transforming itself from a niche energy drink brand into a real viable mainstream player. What’s next will be interesting for the brand, as they could grow organically to $250M in 2021 while also diversifying into RTE and other RTD (protein) through its FAST European brand that’s set to hit the U.S. market in Q2 of 2021. I still think Celsius is a bolt-on M&A target, but last year's aggressive stock moves (even with the pullback) has pushed the market cap above $3B making the deal extremely expensive at this current timing.