How to invest in Prime Hydration – Logan Paul & KSI’s Drink

If you’re a fan of YouTube stars like KSI and Logan Paul, you’ve likely come across their once-trending energy drink, Prime. You may be wondering how to invest in stocks from their company.

Prime Hydration launched in 2022 and grew extraordinarily fast. Bloomberg reported in November 2023 that the drinks were on track to pass $1.2 billion in retail sales, which is what shoppers paid at the till rather than what the company itself booked.

The reversal since has been just as sharp, and two figures are documented. Prime Hydration UK Ltd’s filed accounts show turnover falling from £112.2 million in 2023 to £32.8 million in 2024, a drop of 71%, with net profit down from £3.72 million to £312,393. And NielsenIQ data cited by Goldman Sachs shows US Prime sales down almost 65% in the 52 weeks to March 2026, in a US energy drink category that grew almost 14% to $24.8 billion over the same period. Prime did not shrink with its market. It shrank while its market boomed.

So can you buy Prime Hydration stock, and what are the alternatives if you cannot? Here is what the evidence shows.

Can you invest in Prime Hydration stock?

Unfortunately, you cannot buy Prime Hydration stock directly. As at September 2026, Prime Hydration is not publicly traded, meaning the company isn’t listed on any stock market and shares aren’t available for retail purchase.

The brand’s early success, and the sharp decline that followed from 2024, has kept investor curiosity alive. It is worth being clear about how private the company is: Congo Brands and Prime Hydration LLC publish no accounts and file nothing with the United States Securities and Exchange Commission (SEC). The only audited figures that exist anywhere in the world are the UK subsidiary’s Companies House filings.

What is Prime Hydration?

Prime Hydration is the brainchild of influencers Logan Paul and KSI. The hydration line launched in January 2022 and the caffeinated Prime Energy line followed in January 2023. The brand carved out a niche in the sports and energy drink market extremely quickly, then declined just as quickly.

Backed by the star power of Logan Paul and KSI, the brand gained recognition through social media marketing and high-profile sponsorships. It sells sports drinks, energy drinks and powdered mixes.

The distinction between the two main lines matters more than any marketing detail, because it is the source of most of the trouble the brand has had with regulators. Prime Hydration is caffeine-free, with 10% coconut water, 250mg of branched-chain amino acids (BCAAs), 834mg of electrolytes and B vitamins. Prime Energy contains 200mg of caffeine per 12oz can, which is why Health Canada recalled it in July 2023 for exceeding the Canadian single-serve limit of 180mg, and why US Senate Majority Leader Chuck Schumer wrote to the Food and Drug Administration (FDA) that same month about its marketing to children. The FDA said it would review the letter. No investigation or enforcement action has been announced since.

The product line has kept moving. The Prime ICE series, an icy flavour twist on the existing hydration range rather than a reformulation, launched in January 2025. Peso Pluma Orange Mango arrived in the US in March 2025 and Orange Kream followed in July 2025 as a Circle K exclusive. More recently the company launched Prime ZERO Hydration in December 2025 and announced a protein shake range in January 2026.

Prime signed an unusual number of high-profile sports deals on the way up: Arsenal FC in 2022, the UFC and the Los Angeles Dodgers in 2023, FC Bayern Munich, FC Barcelona, Borussia Dortmund, Juventus and SL Benfica, and in March 2024 a WWE deal that included the first-ever branding on a WWE ring mat. Athlete endorsements followed with Patrick Mahomes, Aaron Judge and Erling Haaland.

Several of those have since lapsed, and sponsors rarely announce it when they do. Two are documented. The Arsenal deal expired in July 2025 and was not renewed: in August 2025 Arsenal announced Coca-Cola as its Official Soft Drink Partner in Prime’s place. And in January 2026 the UFC named KNOX Hydration as its Official Hydration Partner outside the United States. Prime’s current roster is not published in full, so the list above reflects what had been announced or confirmed as at September 2026.

Who owns Prime Hydration?

Explore the official Prime Hydration website and you’ll find vibrant images of Logan Paul and KSI showcasing their energy drinks with high caffeine content, electrolytes, and zero sugar. The website tells a brief origin story, highlighting how the two influencers launched the brand’s first product in 2022.

But there’s a twist in the ownership story: Prime Hydration isn’t owned solely by Logan Paul and KSI. It was built with Congo Brands, a company based in Louisville, Kentucky, whose co-founders Max Clemons and Trey Steiger handle the operational, manufacturing and distribution side. Both were registered as persons with significant control of the UK entity, the Companies House term for beneficial owners, in September 2023.

Congo Brands had a second brand, and its outcome was very different. In February 2025 Celsius Holdings agreed to buy Alani Nu from Congo Brands for $1.8 billion, closing on 1 April 2025. Alani Nu had booked $595 million of revenue in 2024 and its retail sales were up 78% year on year. Congo Brands also split with 3D Energy, leaving Prime as effectively its sole focus.

The listed company that acquired Alani Nu from Congo Brands is Celsius Holdings, which appears again in the alternatives below.

The pressure on Prime itself has been visible in the corporate record. Congo Brands dissolved its entire US field sales organisation in October 2025 and made UK redundancies in January 2026, Trey Steiger stepped down as a director of the UK entity on 30 October 2025, and in July 2026 Congo Brands Australia Pty Ltd went into administration with about A$7.9 million of debt and A$84,855 of cash. The UK company remains active and has not entered any insolvency process. The ownership split between the founders and Congo Brands has never been disclosed.

Will Prime Hydration go public?

As at September 2026 the company is not listed on any stock market, and nothing suggests that is about to change. Prime made early headlines by becoming the official drink of the LA Dodgers within its first year, and talk of a flotation followed the growth.

You will find claims online that Prime was valued at $10 billion and that Coca-Cola wanted to buy it. Neither is supported by any company statement, regulatory filing or first-hand reporting we could find. Both circulate mainly through social posts and aggregator sites, and should be treated as unverified.

Forbes reported in September 2026 that Prime was valued at more than $3 billion at its 2023 peak, and that private equity firms were willing to put $500 million into the brand at the time, an approach Logan Paul did not take up. He now calls that a “massive, massive, massive mistake”, and his advice to anyone in the same position is: “Don’t be afraid to take chips off the table.”

Coca-Cola’s only documented involvement with Prime was taking over its Arsenal sponsorship slot in 2025.

Prime Hydration IPO

Let’s start with the basics: what is an IPO? An IPO (Initial Public Offering) is when a private company offers its shares to the public for the first time. It’s a way for the company to raise capital from public market investors. So if you’re hoping for the chance to buy Prime Hydration stock, an IPO would be the most accessible path to participate.

Prime Hydration has not disclosed an IPO date, and the paper trail shows why that is not a matter of waiting. A full-text search of the SEC’s EDGAR database returns no registration statement from either Prime Hydration or Congo Brands, at any point. The only mentions of Prime in SEC filings come from other companies referring to it, and every mention of Congo Brands sits in Celsius Holdings’ filings about the Alani Nu purchase.

Neither company has ever taken the first legal step towards a public listing. Companies typically pursue listings during periods of strong growth, not during a turnaround,

Prime Hydration stock price

As at September 2026, Prime Hydration remains a privately held company, so there is no publicly disclosed stock or share price.

The best-sourced valuation figure is the $3 billion-plus that Forbes attributes to the brand’s 2023 peak. Any current figure would be a fraction of that, given a 71% fall in UK turnover and a 65% fall in US sales.

You may also see a figure of around $300 million for Prime’s 2025 revenue, together with a 76% decline. That number has been widely repeated, but we could not trace it to the company, to a filing, or to a measurement firm such as NielsenIQ or Circana, so it does not appear in this article.

Prime Hydration stock alternatives

If you want exposure to the beverage and consumer goods industry but can’t buy Prime Hydration stock, exchange-traded funds (ETFs) are one route. Fund weights, fees and share price moves in this section are as at September 2026. Three funds come up most often, and the first of them does not do what it is usually said to do.

1. Consumer Discretionary Select Sector SPDR Fund (XLY) is widely but wrongly described as giving beverage exposure. It holds no beverage manufacturers at all. Its sector covers retail, hotels, restaurants, apparel, cars and consumer services, the closest thing to a drinks business in it is Starbucks at under 3%, and its two largest holdings, Amazon and Tesla, are about 41% of the fund between them;
2. Consumer Staples Select Sector SPDR Fund (XLP) is the one that holds beverages. Coca-Cola is its third largest position at about 7.6% and PepsiCo is around 4.2%. The expense ratio is 0.08%;
3. Invesco Food & Beverage ETF (PBJ) does target food and drink specifically, and holds Coca-Cola, Monster and PepsiCo. Two things to weigh: it is small, at roughly $85 million, and its current prospectus puts the net expense ratio at 0.63% a year, around eight times XLP.

One point matters more than the choice between them: XLY, XLP and PBJ are all US-domiciled, which means retail investors in the European Union and the United Kingdom cannot buy them, because US funds do not publish the key information document (KID) that the European Union’s Packaged Retail and Insurance-based Investment Products (PRIIPs) regulation requires. European readers need a UCITS fund instead, meaning one authorised under the Undertakings for Collective Investment in Transferable Securities rules. The closest equivalents are the iShares STOXX Europe 600 Food & Beverage UCITS ETF (International Securities Identification Number, or ISIN, DE000A0H08H3, 0.46%) and the broader iShares MSCI Europe Consumer Staples Sector UCITS ETF (ISIN IE00BMW42074, 0.18%). Both are European rather than global, so they are not like-for-like substitutes.

Beyond funds, there are listed companies in the energy and sports drink market:

1. Celsius Holdings (CELH): the closest thing to a Prime-adjacent listed stock, because it bought Alani Nu from Prime’s own owner for $1.8 billion in 2025 and added Rockstar Energy from PepsiCo later that year. Revenue grew 85% in 2025. The share price tells a different story, down about 46% over the last year and about 51% over three years, with the core Celsius brand shrinking while the acquisitions carry the growth. Note also that Jake Paul is a paid brand ambassador, not an investor. The company’s large shareholder is PepsiCo, at around 11%;
2. Monster Beverage (MNST): the long-established giant, with 2025 revenue of $8.3 billion and second-quarter 2026 sales up 20%. Its shares are up around 33% over the past year, though they lagged the S&P 500 over three years. The company did a two-for-one stock split in August 2026, so any older price chart needs adjusting;
3. Keurig Dr Pepper (KDP): in the middle of the biggest restructuring in the sector. It bought the Dutch coffee group JDE Peet’s for about €15.7 billion, completing in April 2026, and plans to split into two separately listed companies, a coffee business and a drinks business, now guided for early 2027 rather than the end of 2026. Anyone buying today is buying a company that intends to become two;
4. The Coca-Cola Company (KO): the global leader, and a direct player in sports hydration through Powerade and BodyArmor. Worth knowing that Coca-Cola took a further $960 million writedown on the BodyArmor trademark in late 2025, having paid $5.6 billion for it in 2021, citing a slower long-term growth rate for the category. Powerade volumes were up 8% in the second quarter of 2026.

These are established businesses with published accounts, which is the main thing that distinguishes them from a private brand whose numbers nobody outside it can see.

How to invest in Prime Hydration stock alternatives

If you decide to buy any of the listed alternatives above, these are two brokers that between them cover most of the world. Check the availability note in the ETF section first, though: if you are in the EU or the UK, the US-listed funds are closed to you whichever broker you use.

Bottom line

Prime Hydration is privately held, built with Congo Brands, and there is no way to buy a share of it. Neither company has ever filed a registration statement with the SEC, so a listing is not something that is being prepared and delayed. It has not been started.

The valuation talk that circulates, the $10 billion figure and the supposed Coca-Cola acquisition, is not supported by any statement, filing or first-hand reporting we could find. The documented peak valuation was above $3 billion, and the documented approach was $500 million of private equity money that Logan Paul did not take, and now describes as a “massive, massive, massive mistake”.

For those who can’t invest directly in Prime Hydration, several alternatives are available:

• Sector ETFs: Consumer Staples Select Sector SPDR Fund (XLP) or the Invesco Food & Beverage ETF (PBJ), noting that both are US-domiciled and closed to EU and UK retail investors, who need a UCITS fund instead. XLY is not a route to beverage exposure, because its holdings sit in retail, restaurants, cars and consumer services;
• Individual beverage stocks: Celsius Holdings (CELH), which now owns Alani Nu, bought from Prime’s own owner, plus Monster Beverage (MNST), Keurig Dr Pepper (KDP) and The Coca-Cola Company (KO).

Interactive Brokers and eToro both give access to these, with the costs set out in the table above.

There is a broader lesson in Prime’s arc that applies well beyond this one brand. A product can pass a billion dollars in retail sales, sign Arsenal, the UFC and WWE, and still see its UK turnover fall 71% in a single year and its US sales fall almost 65% in the twelve months to March 2026. Meanwhile the same owner’s less famous brand was sold for $1.8 billion. What separated the two was not audience size: Alani Nu was growing at 78% a year in a category that was growing, at the moment it was sold, while Prime was shrinking in a category that grew almost 14%.