After its influencer-driven launch in 2023, every child on the planet bugged their parents for Paul Logan's Prime Energy Drink, with reports of some cans even selling on resale sites at $1,500 . Today, retailers are struggling to get rid of stock. The drink - originally electrolyte-spiked coconut water that expanded its offerings to a caffeine-loaded energy drink - became so popular that retailers were forced to put security stickers on individual bottles to deter theft.
If the product is served in plastic, they make a bottle for them.” Recent scrutiny of the brand has not been kind to Prime, but there’s another wildcard variable that could be the nail in the brand’s coffin, experts say. It’s Gen Alpha, young people born between 2010 and 2014, who, now approaching 14, have an astonishing amount of spending power.