It’s been a year since Prime Energy Drink started selling in South Africa. The writer looks at its performance in sales a year after entering the SA market. Picture: Neil McCartney / The CitizenEnergy Drink gripped South Africa; this is when kids forced their parents to queue long lines to purchase the energy beverage for exaggerated prices.’s price ranged between R400 and R700, but today one can stroll into a local retailer to purchase the colourful 500ml bottle for a measly R10-R20.
In an interview in October 2023, Logan Paul said, “In year one, we cleared $250 million in retail sales and $110 million gross internally.”“Social media accelerates trends, both the adoption and the decline – it just makes hype cycles travel faster and further but it does not guarantee longevity,” said trends expert Brown.
She points out to the Stanley Cup frenzy, which saw a hoard of people purchasing it after a video of the cup began trending on social media.