Does your store stock Prime?

In 2022 Prime drinks, Hydrate and Energy, were launched by social media influencers and boxing rivals KSI and Logan Paul. They’re not readily available in the UK except at some branches of Asda and Aldi, but some convenience stores have managed to obtain stock. There is even an app available to help shoppers locate stores who are stocking the drink.

Prime is a ‘hydration’ drink that comes in a variety of flavours and is hugely popular due to effective online marketing and leverage of their combined YouTube followers of almost 40 million. The resulting buying frenzy has led to some stores raising prices. The press reports that some stores are selling the drinks for as much as £100 per bottle, but the highest price in our data was £26. This price represented a very small fraction of the bottles sold; most were sold between £7-7.99 which likely reflects the high cost of obtaining stock in such a high demand period. In April 2023, stock is set to become easier to obtain as it will be officially launched by the Brand. Prime first sold in our stores in July 2022. Throughout 2022 it was sold in 266 stores – just 7.4% of those stores which sold Sports & Energy Drinks.