coffee and energy drinks have insane pricing power

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one reason i treat $BREW more like a defensive hold than a normal consumer discretionary play is how sticky caffeine consumption really is

people cut back on a lot of things during weaker economies, but daily coffee and energy drink habits usually survive. brand loyalty in this space is way stronger than m.ost consumer categories too

that gives companies in $BREW a level of pricing power a lot of businesses would kill for. consumers complain about price increases for like 2 days and then go right back to buying the same thing

not expecting explosive growth here, but as a long-term position it does exactly what i want it to do