If you’re a fan of YouTube stars like KSI and Logan Paul, you’ve likely come across their once-trending energy drink, Prime. Now, you might be wondering how to invest in stocks from their company.
Prime Hydration, owned by Logan Paul and KSI, burst onto the scene in 2022, reportedly hitting $1.2 billion in global sales by 2023. However, the brand has since experienced a sharp reversal: revenue is projected to fall to around $300 million in 2025, a roughly 76% drop from peak, with UK turnover collapsing more than 70% in 2024 and US sales down around 42% year-over-year. The brand is now undergoing a strategic review to shift from “hyper-growth” to a more sustainable long-term presence.
Want to know if you can invest in Prime Hydration stocks? Wondering about alternative investments with similar exposure? We’ve got you covered!
Can you invest in Prime Hydration stock?
Unfortunately, you are not able to buy Prime Hydration stock! As of this writing, Prime Hydration is not publicly traded, meaning you can’t directly purchase its shares because it’s not available on the stock market.
However, the brand’s initial explosive success (despite a sharp sales decline that began in 2024) has sparked significant interest, leaving many investors wondering about the prospect of owning a stake in this beverage company.
What is Prime Hydration?
Prime Hydration, the brainchild of renowned influencers Logan Paul and KSI, is known for its energy drink Prime! Launched in 2022, Prime Hydration quickly carved its niche in the sports and energy drink market, reportedly reaching around $1.2 billion in global sales by 2023 before facing a sharp decline in the years that followed.
This brand, backed by the star power of YouTubers Logan Paul and KSI, gained widespread recognition through strategic social media marketing and impactful sponsorships. Prime Hydration offers a diverse range of beverages, including sports drinks, energy drinks, and mixes. The product line boasts hydration drinks featuring 10% coconut water, electrolytes, B vitamins, and BCAAs, while the energy drinks pack a punch with 200mg of caffeine.
In early 2025, the company launched “Prime Ice,” a lighter hydration line, as part of a strategic review aimed at shifting from hyper-growth to a more sustainable long-term presence.
Notably, Prime Hydration has secured high-profile partnerships with renowned entities such as Arsenal, the Ultimate Fighting Championship, FC Bayern Munich, FC Barcelona, Los Angeles Dodgers, and more.
Who owns Prime Hydration?
Explore the official Prime Hydration website, and you’ll find vibrant pictures of Logan Paul and KSI proudly showcasing their energy drinks with lots of caffeine, electrolytes, and zero sugar. The website shares a quick story, highlighting how these influencers started their journey by launching the first product in 2022, creating a real brand.
But, here’s a surprise twist in the ownership story. Prime Hydration isn’t just owned by Logan Paul and KSI; it’s a joint venture with Congo Brands, a company based in Louisville, Kentucky. Max Clemons and Trey Steiger co-own Congo Brands, and they play a crucial role in driving Prime Hydration LLC forward.
Will Prime Hydration go public?
The question on everyone’s mind is, “Will Prime Hydration go public?” Right now, the energy drink company created by YouTube stars Logan Paul and KSI isn’t on the stock market. There was significant chatter about a possible IPO around late 2024, but it never materialized, and with the brand’s sharp sales decline since then, IPO prospects appear to have cooled considerably.
Prime Hydration made early headlines by becoming the official drink of the LA Dodgers in just one year. While early rumors floated a $10 billion valuation and potential interest from Coca-Cola, those discussions have not progressed, and Prime’s current trajectory makes any such deal far less likely than during its 2023 peak.
Prime Hydration IPO
Let’s start with the basics: What is an IPO? An IPO, or initial public offering, is when a private company introduces its shares to the public for the first time. It’s a way for the company to raise funds from everyday investors. So, if you’re eyeing the chance to grab Prime Hydration stocks, an IPO is your golden opportunity to jump on board and be part of the action.
However, Prime Hydration has not disclosed an official IPO date, keeping investors and enthusiasts alike in suspense about the timing of its potential entry into the public stock market.
Prime Hydration stock price
As of now, Prime Hydration remains a privately held company; thus, there is no publicly disclosed stock or share price.
Early market chatter once suggested Prime Hydration could be worth as much as $10 billion, with speculation around a potential Coca-Cola acquisition. However, those figures reflected the brand’s 2023 peak, and given the sharp sales decline since (revenue projected to fall to around $300 million in 2025, down roughly 76% from peak), any current valuation would likely be a fraction of that early speculation, and acquisition talks have not materialized.
Prime Hydration stock alternatives
If you really want to gain exposure to the beverage and consumer goods industry, but at this moment, you can’t buy Prime Hydration stocks, you may consider Exchange-Traded Funds (ETFs) that specifically target this sector. Two ETFs to check out are:
- Consumer Discretionary Select Sector SPDR Fund (XLY): This ETF includes a broad range of consumer discretionary stocks, which encompasses companies in the beverage industry;
- Invesco Food & Beverage ETF (PBJ): Focused on the food and beverage sector, this ETF includes companies involved in the production, sale, and distribution of food and beverages.
Besides looking into ETFs, think about checking out stocks from other companies in the energy and sports drink market. Some companies worth exploring include:
- Celsius Holdings, Inc. (CELH) – the drink advertised by Jake Paul
- Monster Beverage Corporation (MNST)
These companies have a significant presence in the market when compared to Prime Hydration and may offer distinct investment opportunities.
How to invest in Prime Hydration stock alternatives
Considering the alternatives mentioned above, our team has identified two brokers that may meet your needs as an investor looking to invest in Prime Hydration. This is especially useful for those who can’t invest directly in Prime Hydration because the company is not publicly traded and is on the lookout for alternatives.
| Broker | US stock fees | Minimum deposit | Available countries |
| Interactive Brokers | Free for US investors. Up to $0.0035 per share (min $0.35) for international investors | $/€/£0 | Worldwide – exceptions apply. |
| eToro | $1 | $50 (varies for different countries) | Worldwide – exceptions apply. |
Bottom line
While many are drawn to investing in Prime Hydration, the energy drink co-owned by Logan Paul and KSI, it’s important to know it’s not available for public trading. The company is privately held and shares ownership with Congo Brands. Although there was speculation in 2024 about a potential IPO and earlier peak-era talk of a $10 billion valuation or a Coca-Cola acquisition, none of those scenarios have materialised, and Prime’s sharp sales decline since 2023 makes them less likely in the near term.
For those who can’t invest directly in Prime Hydration, there are other options. Consider industry-specific ETFs like Consumer Discretionary Select Sector SPDR Fund (XLY) and Invesco Food & Beverage ETF (PBJ).
If you’re looking at individual stocks, Celsius Holdings, Inc. (CELH) and Monster Beverage Corporation (MNST) are worth exploring. Brokers like Interactive Brokers and eToro offer opportunities for investors beyond Prime Hydration. Stay tuned for updates as the story unfolds!
