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Celsius Strikes Distribution Deal with PepsiCo

Dear Client: This morning, PepsiCo and Celsius announced a "definitive agreement" for a "long-term strategic distribution arrangement" and investment, worth $550 million.  Effective immediately, "the distribution agreement initially transitions Celsius’ current U.S. distribution to PepsiCo’s best-in-class capabilities," with "certain exceptions."  It's a hit to the A-B network, which, as BBD outlined earlier this summer, currently accounts for most of Celsius' almost 300 U.S. wholesalers (read below).  Clearly the deal enhances Pepsi's standing in the energy category. Recall, the company bought

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