YouTubers Logan Paul and KSI released their drinks brand, Prime Hydration, in January 2022. One year on, Paul said the drink had generated US$250 million (£209 million) in retail sales worldwide, with US$45 million of that in January 2023 alone.
In the UK, there have been purchase waves across the country, with stores constantly selling out of restocks. The popularity and shortage of Prime led to buying restrictions set by supermarkets, with some people reselling the drink – originally priced at £24.99 for 12 bottles – for over £1,000.
So why has Prime become so popular? Certainly, it could be explained in part by the popularity of its founders, two of the most famous YouTube personalities in the world. Between them, Paul and KSI have over 39 million subscribers on their main YouTube channels.
