Form 4: Celsius Holdings Insider Sells 4 Million Shares in $67.456 Transaction

William H. Milmoe, a director of Celsius Holdings, sold 4,000,000 shares of common stock at $67.456 per share on March 4, 2024.

Summary

• On March 4, 2024, William H. Milmoe, a director of Celsius Holdings, Inc., sold 4,000,000 shares of common stock.
• The sale price was $67.456 per share.
• The shares were sold by CD Financial LLC (CDF), of which Milmoe is the manager, to an unaffiliated third-party purchaser.
• The sale was executed pursuant to a variable prepaid variable forward contract dated January 12, 2024, and amended on March 1, 2023.
• Following the transaction, Milmoe indirectly beneficially owns 26,321,589 shares through CDF.

Sentiment

Score: 4

Explanation: The sentiment is neutral to slightly negative. While insider sales are not inherently negative, a large sale like this can create uncertainty among investors.

Negatives

• A director selling a large number of shares could be perceived negatively by the market.

Risks

• The market may react negatively to the insider selling activity.
• The variable prepaid variable forward contract could have implications for future stock price movements.

Industry Context

Insider sales are a common occurrence, but the size and context (e.g., a pre-arranged trading plan) are important factors for investors to consider. It's important to compare this sale to other insider activity at Celsius and within the beverage industry.

Comparison to Industry Standards

• It's important to compare this insider sale to those of executives at comparable companies like Monster Beverage (MNST) or National Beverage Corp. (FIZZ).
• Analyzing the frequency and size of insider transactions in relation to overall trading volume can provide insights into market sentiment.

Stakeholder Impact

• Shareholders may react to the news of the insider sale, potentially impacting the stock price.
• Employees may experience uncertainty due to the perceived negative signal.

Key Dates