Once dominated by Red Bull and Monster, the U.S. energy drink market is shifting as sugar-free options now drive over half of sales. Newcomers like Celsius—now holding 10%+ market share—are shaking up the space.

In this exclusive AlphaSense webinar, Alex Morris, founder of TSOH Investment Research, chats with former Monster exec Jon Bratta about the innovation reshaping energy drinks and the broader liquid refreshment beverage (LRB).

What You’ll Learn:

• How Emerging Brands Break Through: Learn how companies like Celsius, Alani Nu, and C4 are building brand equity—and how distribution partnerships with giants like PepsiCo and AB InBev help accelerate growth.
• The Celsius-Alani Nu Dynamic: Is Alani Nu’s rise a competitive response from Celsius—or something deeper? We’ll explore how these brand moves affect Celsius’ relationship with PepsiCo and what the recent talent shift from PepsiCo signals.
• The Power of Distribution: Discover why distribution deals (like Fever-Tree and Molson Coors) are just as important as branding in the LRB world—and how shelf space, retail activations, and supply chains play into long-term success

Whether you’re an investor, operator, or strategist in the consumer goods space, this conversation will offer a valuable look at the forces driving one of the fastest-changing beverage segments.