PRIME Hydration (stylized as PRIME) is a beverage brand launched in 2022 and promoted by creators Logan Paul and KSI. PRIME sells multiple product lines—including Hydration (sports drink-style bottles) and Energy (caffeinated cans)—and is distributed through Congo Brands.
This 2026 update focuses on the metrics people search for most: reported sales milestones, recent sales trend signals, product facts (especially caffeine vs. caffeine-free), and major sports sponsorships. Because PRIME is privately held, many “revenue” figures online are rumors—so this post prioritizes clearly sourced reports and company statements.
Answer Box (2026): How much does PRIME sell, and what are the most reliable numbers?
- 2023 (reported): Bloomberg reported PRIME was set to surpass $1.2 billion in annual sales.
- 2022 (reported): Bloomberg also reported $250 million in first-year sales.
- 2024 UK (reported): Business Insider reported PRIME’s UK revenue fell about 70% from ~£120M (2023) to ~£33M (2024).
Key PRIME Metrics (Latest Available)
| Metric | Value | Year / Notes |
|---|---|---|
| Introduced | 2022 | Brand launch year |
| Product lines | Hydration (bottles), Energy (cans), mixes and more | Product ecosystem varies by market |
| Hydration (example product claims) | Zero added sugar, 20 calories, 10% coconut water, caffeine-free | From a PRIME Hydration product page |
| Energy drink caffeine (commonly listed) | ~200 mg caffeine per 12 oz can | Widely shown in retail listings; referenced in public policy debate |
| Reported sales milestone | “Set to surpass $1.2B annual sales” | 2023 (Bloomberg report) |
| Reported first-year sales | $250M | 2022 (Bloomberg report via syndication) |
| Reported UK revenue decline | ~£120M → ~£33M | 2023 to 2024 (Business Insider report) |
What PRIME Is (Hydration vs. Energy)
PRIME is often discussed as a single brand, but it’s easier to understand when you separate its two best-known beverage types:
- PRIME Hydration: positioned as a sports drink-style product. PRIME marketing highlights attributes such as 10% coconut water, zero added sugar, and caffeine-free Hydration bottles (product claims vary by flavor and market).
- PRIME Energy: a caffeinated energy drink. The caffeine content is commonly listed around 200 mg per can, which became a major talking point as the brand’s popularity spread among younger consumers.
PRIME Sales: What’s Verified vs. What’s Rumor
Because PRIME is privately held, you’ll see plenty of unverified “sales totals” online. The most widely cited figures come from major business reporting:
- 2022 (reported): Bloomberg reported PRIME’s first-year sales were $250 million.
- 2023 (reported): Bloomberg reported the brand was set to surpass $1.2 billion in annual sales as it scaled distribution and marketing.
More recently, several reports indicate PRIME moved from “viral scarcity” into a more normal (and more competitive) beverage cycle:
- UK 2024 (reported): Business Insider reported revenues fell about 70% (from ~£120M in 2023 to ~£33M in 2024).
- U.S. mid-2024 (reported): Business Insider also cited data suggesting a significant decline in U.S. sales versus the prior year by mid-2024.
Sports Sponsorships and Brand Visibility
PRIME’s growth strategy relied heavily on visibility—both through creators and major sports partnerships. Notable deals include:
- Arsenal (Premier League): Arsenal announced a partnership with PRIME in July 2022.
- UFC: UFC announced PRIME as the Official Global Sports Drink of UFC in January 2023.
- WWE: The Associated Press reported WWE signed a significant deal naming PRIME the exclusive official hydration drink partner, including prominent in-event branding.
Safety & Labeling: Why Caffeine Became Part of the PRIME Story
As PRIME became popular with younger audiences, attention shifted to the difference between Hydration (caffeine-free) and Energy (caffeinated). In October 2023, Senate Majority Leader Chuck Schumer called on the FDA to investigate PRIME Energy’s marketing and caffeine content.
If you’re researching PRIME, it’s important to distinguish which product you mean—because “PRIME” can refer to both a caffeine-free Hydration bottle and a caffeinated Energy can.
Find PRIME near you (official store locator)
FAQ
How much money does PRIME make?
PRIME is privately held, so it doesn’t publish audited revenue like a public company. However, Bloomberg reported PRIME was set to surpass $1.2B in annual sales in 2023, after reporting $250M in first-year sales (2022).
Did PRIME sales decline?
Multiple reports indicate a slowdown after the initial surge. Business Insider reported PRIME’s UK revenue fell ~70% in 2024 versus 2023, and also cited data suggesting a significant U.S. sales decline by mid-2024.
Is PRIME Hydration caffeine-free?
PRIME’s Hydration line is marketed as caffeine-free on product pages, but ingredients can vary by product and market—so always check the label on the specific item you’re buying.
How much caffeine is in PRIME Energy?
PRIME Energy is commonly listed at around 200 mg of caffeine per 12 oz can. This level of caffeine was one reason public officials raised concerns about marketing to minors.
What sports teams or leagues has PRIME partnered with?
PRIME has signed high-visibility sponsorships, including a partnership announced by Arsenal (2022) and an official global sports drink deal announced by the UFC (2023). The Associated Press also reported a major WWE hydration partnership.
Sources
- Bloomberg (2023): PRIME set to pass $1.2B in annual sales
- Yahoo Finance (syndicated): cites Bloomberg first-year $250M and 2023 $1.2B figure
- Business Insider: PRIME sales decline and UK revenue drop reporting
- PRIME Hydration product page example (caffeine-free, 10% coconut water, 20 calories)
- U.S. Senate Democrats press release (Schumer FDA call)
- The Guardian: coverage of Schumer’s FDA request
- Arsenal FC: partnership announcement (2022)
- UFC: PRIME official global sports drink partnership (2023)
- Associated Press: WWE PRIME hydration partnership