Prime energy drink by Logan Paul and KSI

Prime energy drinks – created by Logal Paul and KSI – have recently launched in SA.
Images via Twitter: @anele

Prime drinks: What’s the big fuss – and why does it cost a fortune?

Prime energy drinks – developed by YouTubers Logan Paul and KSI – have hit SA shores. But why does it cost a car installment?

Prime energy drink by Logan Paul and KSI

Prime energy drinks – created by Logal Paul and KSI – have recently launched in SA.
Images via Twitter: @anele

Prime – an energy drink developed by YouTuber-turned-WWE wrestler Logan Paul – has hit Mzansi. But South Africans are scoffing at the astronomical price tag!

Social media users – including celebrities – have been sharing pics of the beverage – which costs over R500 for just 500mls.

So, what’s the big deal?

ALSO READ: ‘Scam’: Woolworths shoppers cry foul over another price hike

WHAT IS PRIME?

According to their official website, Prime is a sports drink developed by Logal Paul and fellow internet celebrity-turned-boxer  KSI.

A statement on the site reads: “We created PRIME to showcase what happens when rivals come together as brothers and business partners to fill the void where great taste meets function.”

Since its launch in 2022, Prime has become a favourite in the energy drink industry.

The site adds: “We’ve been humbled by the process of creating a real brand & surpassing some of the biggest beverage companies in the world. As underdogs, we always cherish the opportunity to show the world what’s possible. ​

“Now that we’re both fighting for the same team, we truly believe the sky is the limit.”

PRICES REFLECT ‘CULT STATUS’

Prime Energy and Hydration have entered South African markets – but at a knock-out price!

In pictures that have gone viral on social media, the drink is seen on shelves and in online stores ranging in price from R400 – R1000 for a 500ml can!

According to Washington Post, the drinks have found a clientele amongst the younger, impressionable market – given the celebrity status of Logan Paul as a YouTube personality.

Abroad, the beverages are often quickly sold out, leading consumers to stockpile. Some stores even limit the quantity sold to individual buyers.

However, Prime – an energy drink – is explicitly not meant for consumption by those under 18.  Prime is also the official drink of the UFC – Ultimate Fighting Championship – consumed by mixed martial art professionals.

“It actually has zero to do with the product. It’s about the community and the cult that they’ve built”, Professor Amanda Russell of the Global Center for Influence at the University of Texas told the publication.

SOUTH AFRICANS – INCLUDING CELEBS – ARE NOT IMPRESSED

On Twitter, many celebs have spoken out about the unbelievable cult status of Prime drinks.

Anele Mdoda – whose son Alakhe is a YouTube personality – tweeted: “The price is madness….I have to take out a second bond on this side”.

Morning Live presenter Leanne Manas bemoaned SA stores inflating the prices.

She tweeted: “Supply & demand, mega- famous social media influencers, WWE… whatever. I still think this is crazy. My best mate called me laughing from NY saying it sells there for $2 (R37) a bottle! Moral of the story – think carefully before wasting your money on hype”

Here’s what other tweeps have to say about Prime…