Is CELH a perfect example of a value investment right now being 43% down this year?

It seems the biggest bear case is that wihle Celsius gets its a huge share of sales from Costco, Costco's Kirklands energy drinks are much cheaper and will eventually end up with CELH stock going down more because of it

I know Celsius is by far the most popular energy drink in the city I live in, but I also don't know how to value this properly and don't want to catch a falling knife.