I've heard that the most typical time for a Red Bull or Monster to be consumed is between 6 and 8 AM at a convenience store, whereas Celsius is more of a late morning or early afternoon occasion. Have you heard that elsewhere? Does that ring true?

For some, early in the morning, energy drinks are their coffee. They're not drinking a grande Starbucks; they're picking up a 16-ounce, 20-ounce, or even 24-ounce energy drink to kickstart their day. When I was at Coke, we analyzed that women wanted an afternoon occasion, especially moms needing energy for after-school sports or school pickup. There was a stigma with holding a Red Bull or Monster, which didn't fit with the female consumer. Celsius has changed that with their flavors, brand positioning, and sweeteners.

I've heard that the most typical time for a Red Bull or Monster to be consumed is between 6 and 8 AM at a convenience store, whereas Celsius is more of a late morning or early afternoon occasion. Have you heard that elsewhere? Does that ring true?

Celsius has expanded usage occasions for their brand, and overall, you're starting to see occasions expand outside of just getting your day started. It's fascinating what Celsius has done for this category.