Prime Hydration burst onto the scene in 2022 as a viral drink sensation, backed by mega-influencers Logan Paul and KSI. But just three years later, the brand’s once unstoppable momentum seems to be hitting a wall.

In the UK, Prime’s sales collapsed by around 70%, dropping from roughly £112 million in 2023 to just over £32–33 million in 2024. Profits took a hit too—falling more than 90%, down to under £1 million or around £312,000. The company has launched a strategic review to shift from explosive growth to long-term sustainability. In the US, sales slipped by about 40% during the first half of 2024, as fewer new customers came on board and existing buyers cut back. Overall, the decline outpaced the general drop seen in the broader energy and sports drink categories.

Prime Hydration bottles have been heavily discounted in stores to clear excess inventory. In some cases, prices plummeted to as low as 31 pence per bottle—an 88% drop from the launch price in Tesco stores. Other retailers slashed prices by 75% in select markets.

Prime’s trajectory from missing urban marketplaces and sold-out shelves to being discounted in bargain bins has captured attention. Its rise and sudden drop serve as a cautionary tale for influencer-powered brands relying more on star power than product value.

Behind the scenes, Prime is also navigating rough waters. The company faces a $68 million lawsuit from bottler Refresco, who alleges Prime failed to honor a volume commitment despite investing in specialized equipment. Another supplier, Agrovana, is suing for unpaid ingredient invoices, accusing Prime of failing to pay for agreed-upon orders—Prime countersued in response. The brand has also caught the attention of regulators over concerns related to caffeine levels and marketing to minors, and the U.S. Olympic Committee filed a trademark lawsuit over advertising missteps.

Consumer sentiment reflects the decline. Many fans on social media note that Prime has died down, saying nobody cares about the drink anymore because the only reason people bought it was for the hype. Others dismiss the drink as tasting like sugar water, calling the business a pump and dump scheme.

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So is the hype dead? For now, yes. Prime Hydration’s steep drop in sales, mass discounts, legal challenges, and faded buzz suggest the hype has mostly cooled. The brand’s pivot to a strategic review indicates burnout rather than a calculated slowdown. That said, Prime is attempting to pivot. New flavors and marketing campaigns continue to roll out. Whether it can transition into a sustained lifestyle brand—or fade like last season’s trend—will depend on two big questions: can the product deliver value beyond celebrity hype, and can Prime rebuild trust and demand as the influencer boom fades?

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