Short Sellers Get Crushed as Celsius Cracks Open a $250M Can of Pain

Short Sellers Suffer as Celsius’ Acquisition of Alani Nu Ignites Market Frenzy

Editorial Team (ET)May 29, 2025

Celsius Holdings Inc. (NASDAQ: CELH) has sent shockwaves through the energy-drink market with its latest move—a blockbuster $1.8 billion acquisition of Alani Nu. The deal, announced on Thursday, triggered a dramatic rally in Celsius stock, soaring as much as 35% on Friday, marking its biggest intraday gain since 2020.

But while shareholders rejoiced, short sellers felt the sting. With 23% of Celsius' stock tied up in short positions, bearish traders racked up estimated paper losses of around $250 million, according to data from S3 Partners.

Short Covering Fuels Celsius Rally

As Celsius' stock price skyrocketed, short sellers scrambled to exit their positions, driving further upward momentum. Ihor Dusaniwsky, managing director of predictive analytics at S3, noted that the sudden squeeze forced an acceleration in short covering, amplifying the rally.

The surge highlights the dangers of betting against high-growth consumer brands, particularly in an industry known for rapid shifts in consumer loyalty and aggressive market expansions.

The Alani Nu Acquisition: A Strategic Play or a Risky Move?

Celsius’ acquisition of Alani Nu is a calculated effort to bolster its market position in the increasingly competitive energy-drink sector. Combined, the two brands will command about 16% of the market, a significant foothold in an industry long dominated by Red Bull and Monster.

CEO John Fieldly emphasized Alani Nu’s growth potential, suggesting that the brand is in a similar position to where Celsius was two years ago. The move could help Celsius maintain its growth trajectory at a time when the sector’s expansion is slowing.

Analysts Divided on the Deal

Not everyone is convinced that the acquisition is a home run. TD Cowen analyst Robert Moskow raised concerns over potential brand overlap, noting that both Celsius and Alani Nu target a similar demographic—health-conscious young women. If Alani Nu’s rise comes at the expense of Celsius sales, the deal may do little to accelerate overall growth.

Meanwhile, Truist analyst Bill Chappell warned that increased competition in the energy-drink space could lead to more promotional efforts and product diversification, potentially cutting into profitability. Both analysts maintained a "hold" rating on Celsius stock.

What’s Next for Celsius?

Despite skepticism, Celsius has proven its ability to defy expectations. Its strong foothold in the rapidly growing functional beverage sector, coupled with an aggressive marketing strategy and strong brand loyalty, could help it sustain momentum.

With short sellers retreating and investor confidence soaring, all eyes will be on whether Celsius can maintain its newfound market strength and turn the Alani Nu acquisition into a long-term success.

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