1. Celsius Holdings' stock plummeted from $96 to $26 due to a shock growth halt, primarily caused by PepsiCo's inventory optimization. 2. Q3 saw a 31% revenue drop, with gross margins at 46% and operating margins turning negative, highlighting the impact of PepsiCo's changes. 3. The future outlook hinges on aligning sell-in and sell-out, market recovery, and successful international expansion; 2025 should see improved performance if these align.