The hype surrounding Prime Energy Drink comes from its popularity among British teenagers and their parents. Created by social media influencers Logan Paul and KSI, the drink quickly gained traction. Initially, it was well-known for its affordability, with caffeine-loaded variants priced under $2.50. This made it a favorite among young people.
Retailers even had to secure individual bottles with protective stickers to prevent theft due to the high demand. The drink’s association with celebrities like Patrick Mahomes and Aaron Judge added to its allure. Limited releases of unique flavors also created a sense of exclusivity, further boosting its appeal.
However, the brand has faced hurdles. There was a significant 50% drop in UK sales in the first quarter of 2024. Prices also fell drastically to as low as 31 pence. A class-action lawsuit claims Prime contains excessive caffeine and “forever chemicals,” allegations Logan Paul has denied on social media.
Despite these challenges, experts believe the brand’s future hinges on its appeal to Gen Alpha. These young people, born between 2010 and 2014, are expected to have significant spending power as they grow older. The brand’s ability to connect with this generation could determine its long-term success.