Constellation Brands is a $40 billion behemoth. They’re Corona beer, Modelo, whisky, wine, vodka, you name it.
A few short weeks ago the giant drove global markets a little bit loco by quadrupling its stake in one of Canada’s leading “green” growers. (We can’t say the name of the plant to risk offending sensitive U.S. readers, but you know what it is. It’s big business.)
Suddenly stocks throughout the industry were soaring as investors woke up to what Big Beer + Big Green could do as a team and everyone started making dream matches. These stocks are now the hottest thing in Toronto . . . and with rivals like Molson Coors circling, the heat keeps coming.
But here’s the thing: there’s already a “green” drink on the market, infused with just the same plant Big Beer is spending billions to chase. It comes from a little company called Koios Beverage Corp. (CSE:KBEV). Mostly trades in Canada, but look for KBEVF or SNOVF over the counter in the States.
KBEV is weeks away from getting the first “nootropic” beverages enhanced with CBD cannabidiol molecules. That’s a long way ahead of the giants, which aren’t exactly nimble so you’ve got a big first mover advantage here.
And when those drinks launch in October, they’ll be delivered door to door in the Rocky Mountain High. Check out the eye-catching branding on the van KBEV is going to put on the road:
What’s the goal here that’s got the giants roiled and little guys like KBEV on the move? Only world domination, the kind of ambition that turns a coffeehouse into a Starbucks.
Once upon a time, hard-working people who needed pep were limited to chewing roots and leaves. Coffee hit them like a mind bomb — suddenly the magic brew gave us a hand waking up early and staying focused.
We’re in what they call the “third wave” of coffee now. It started when Starbucks got too big for Seattle and took over the planet. Adjusted for splits, that stock went public back in 1992 at . . . close to $0.20 per share.
Since that “humble start,” coffee has taken shareholders on a 19,480.76% journey that’s literally generated enough wealth to create 70 billionaires, 70,000 millionaires.
KBEV started as a coffee killer. Management was tired of dealing with caffeine and its health profile . . . energy in the morning but also the jitters, the panic attacks, other big side effects.
California is even labelling coffee as a carcinogen. That’s going to scare a few people who currently contribute to what’s now the $225 billion coffee economy. They still need the buzz, but they’ll look for other ways to get it.
That’s a classic competitive opening for ANYBODY who’s not the incumbent to step in. The more people who at least try a coffee detox (223 MILLION hits, by the way, a lot of people are talking about this!), the more might end up trying the KBEV alternative.
One of the biggest “alternatives” is of course the green herbal variety. Huge business, $10 billion in sales already in the states that allow it, $5 billion in Canada now that it’s legal nationwide.
KBEV saw the writing on the wall and got into “cannavated” formulas early.
Unlike wacky drinks, these enhance brain activity. The science is “nootropics,” chemicals formulated to give tired cells a healthy boost. It’s like old-fashioned coffee for a new generation. Testimonials keep coming back to “clarity” and focus.
Add the untapped neurological potential of the new ingredient and the sky’s the limit on how much of the $3 TRILLION beverage market KBEV can capture here.
It’s no coincidence giant beer distributor Constellation invested $4 BILLION to get a toehold in this space. Let them make all the green beer they want. KBEV is aiming at the “smart” energy drink end of the market where Monster and Red Bull play.
And it’s not blue sky either. Even at this stage, the company’s energy drinks in 2,000 stores and has relationships with distributors who can unlock another 80,000 retail outlets.
That’s names like Europa Sports, Muscle Foods USA, KeHE, Wishing-U-Well . . . trend setters in the world of emerging nutrition, enhanced foods, whatever performance-driven people reach for when they need a lift. More are signing up all the time.
And since this is the modern world and not the 15th century origins of coffee, you can bet KBEV sells online. They’re on Amazon like other go-getters and their own store is over here.
Word of mouth moves a lot of units in energy drink land. A casual search for “koios brain” comes up with over 47,000 hits. That’s not huge buzz but it’s a long way from zero. KBEV already has traction, even at this early commercial stage.
This is how cult brands happen and cult brands get a chance to grow into billion-dollar giants. It’s not about past sales. It’s about where KBEV can go from here.
I’m not going to get too deep on the science of how KBEV’s formula stacks up to King Coffee. If you want the names of the chemicals, you’re probably up to date on all the product reviews and all the chatter. (The executive summary is HERE.)
For our purposes, this is the competitive key:
Taking two KOIOS per day will create mental superiority and is less expensive than drinking Starbucks and much healthier than consuming energy drinks and pre-workouts. Koios enhances focus, concentration, mental capacity, memory retention, cognitive function, alertness, brain capacity and creates all day mental clarity and energy, without using large amounts of stimulants.
And the science is starting to ramp up fast. Just a few months ago, KBEV started clinical trials in Denver to prove the testimonials right. “Enhances cognition.” Imagine seeing that on a can in the grocery store!
Of course it doesn’t take a lot of first-time customers to move the needle at this stage. From a balance sheet point of view, any growth here will turn heads for awhile, at least until we see where the “base” forms.
Say KBEV is a $7 million company right now. Monster Beverage, the coffee killer of a previous generation, is a $34 billion behemoth, a literal “monster.” It’s carved out a $3.7 billion slice of King Coffee’s giant universe for itself.
If KBEV can grab even 0.18% of that presence . . . which, by the way, is only 1.6% of the overall coffee universe, and only in the USA . . . it’s earned its market cap on a relative basis. Dollar for dollar in sales at that point, KBEV and mighty Monster will be equally valued.
Of course that doesn’t factor in little things like relative growth, which for KBEV will be huge until it finds its natural level. Remember, while sales aren’t zero here, capital has been a constraint. Buzz here has barely started building. We’re not even looking at “cult brand” status . . . yet.
But Monster is “only” growing 10% a year these days so the comparison has got to favor the underdog. And for all we know, mighty Monster has hit a wall that KBEV will either leap or never notice at all!
Once upon a time the tea merchants laughed at this new thing, the “coffee bean.” Now there’s a GREEN alternative.
That’s what it’s all about. Innovation is eternal. We’re a species that craves a bigger and better boost, generation after generation. When the new boost comes along, we grab it. The old beverage champion loses ground.
KBEV has a proprietary blend of the old and the new: unique herbs like “ciwuija,” which is how Tibetans climb mountains. Enzymes and neurotransmitters that make sure all the molecules reach the brain.
It’s already a long way from your dad’s Red Bull. It’s innovation in action. And the Red Bull guys are billionaires. Companies like this are how we build success like that in our lives, as though we were right there with them in the garage, blending up the future.
Imagine how good life would be right now if you’d bought Starbucks back at the equivalent of $0.30 per share. It’s up above $50 last I checked and it’s paid a lot of dividends along the way.
Vision like that takes either brainpower or luck. KBEV products apparently provide plenty of brainpower. Every trader needs to make his own luck . . . you know, “when opportunity knocks?”
After all, Starbucks just sells coffee. Red Bull’s chemicals aren’t “green.” Big Beer is just getting started figuring out its plan here. This could be the craze of all crazes. And KBEV is already here, ready to roll.
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