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, owned by Logan Paul and KSI, burst onto the scene in 2022, reportedly hitting $1.2 billion in global sales by 2023. 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 (per Circana Food data). The brand is now undergoing a strategic review aimed at shifting 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 cannot buy Prime Hydration stock directly. As of this writing, Prime Hydration is not publicly traded – meaning the company isn’t listed on any stock market and shares aren’t available for retail purchase.

However, the brand’s initial explosive success (despite the sharp sales decline that began in 2024) has sparked significant investor interest, leaving many to wonder about the prospect of owning a stake in the beverage company.

What is Prime Hydration?

Prime Hydration is the brainchild of renowned influencers Logan Paul and KSI, best known for its energy drink Prime. Launched in 2022, Prime Hydration quickly carved out a 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.

Backed by the star power of YouTubers Logan Paul and KSI, the brand gained widespread recognition through strategic social media marketing and high-profile sponsorships. Prime Hydration offers a range of beverages, including sports drinks, energy drinks, and powdered mixes. The hydration line features 10% coconut water, electrolytes, B vitamins, and BCAAs, while the energy drinks pack 200mg of caffeine.

In early 2025, the company launched “Prime Ice”, a lighter hydration line – part of a strategic review aimed at shifting from hyper-growth to a more sustainable long-term presence. Additional flavours launched throughout 2024-2025 include Orange Khream, Supernova, and Peso Plum.

Notably, Prime Hydration has secured high-profile partnerships with major sporting entities including Arsenal FC, the UFC, FC Bayern Munich, FC Barcelona, the Los Angeles Dodgers, and WWE, alongside athlete endorsements with figures like Patrick Mahomes, Aaron Judge, and Erling Haaland.

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 notable twist in the ownership story: Prime Hydration isn’t owned solely 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 play a crucial role in driving Prime Hydration LLC forward, particularly on the operational, manufacturing, and distribution side.

Will Prime Hydration go public?

The question on many investors’ minds is, “Will Prime Hydration go public?” Currently, the energy drink company created by YouTube stars Logan Paul and KSI is not listed on any stock market. There was significant chatter about a possible IPO around late 2024, but it never materialised – 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 within its first year. While early rumours floated a $10 billion valuation and potential interest from Coca-Cola, those discussions have not progressed – 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 (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.

However, Prime Hydration has not disclosed an official IPO date, keeping investors and enthusiasts in suspense about any potential entry into the public stock market. Given the company’s recent sales challenges and ongoing strategic review, any IPO is unlikely to be on the near-term horizon – companies typically pursue public listings during periods of strong growth and clear momentum, not during turnarounds.

Prime Hydration stock price

As of now, Prime Hydration remains a privately held company – so 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. 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 materialised.

Prime Hydration stock alternatives

If you really want to gain exposure to the beverage and consumer goods industry but can’t buy Prime Hydration stock at the moment, you could consider Exchange-Traded Funds (ETFs) that specifically target this sector. Two ETFs worth checking out:

1. Consumer Discretionary Select Sector SPDR Fund (XLY): includes a broad range of consumer discretionary stocks, encompassing companies across the beverage industry;
2. 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.

Beyond ETFs, you could also consider stocks from other publicly traded companies in the energy and sports drink market. Some worth exploring:

1. Celsius Holdings, Inc. (CELH): the energy drink brand advertised by Jake Paul, with strong growth in the better-for-you energy category;
2. Monster Beverage Corporation (MNST): the long-established energy drink giant and one of the most reliable performers in the sector;
3. Keurig Dr Pepper (KDP): parent of multiple beverage brands with broad consumer staples exposure;
4. The Coca-Cola Company (KO): the global beverage leader, also a key player in sports hydration through Powerade and BodyArmor.

These companies have a significant established presence in the beverage market and may offer different investment characteristics from a speculative bet on a viral influencer brand.

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 for Prime Hydration-adjacent exposure. This is especially useful for investors who can’t buy Prime Hydration directly (since the company isn’t publicly traded) and are looking for the most efficient way to gain related exposure.

Bottom line

While many investors are drawn to Prime Hydration – the energy drink co-owned by Logan Paul and KSI – it’s important to know that the company is not available for public trading. Prime Hydration is privately held and structured as a joint venture 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 significantly less likely in the near term.

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

• Industry-specific ETFs: Consumer Discretionary Select Sector SPDR Fund (XLY) and Invesco Food & Beverage ETF (PBJ) for diversified sector exposure;
• Individual energy/beverage stocks: Celsius Holdings (CELH), Monster Beverage (MNST), Keurig Dr Pepper (KDP), and The Coca-Cola Company (KO) are worth exploring for direct beverage industry exposure.

Brokers like Interactive Brokers and eToro offer access to these alternatives – both publicly listed companies are good options for investors looking for diversified, established beverage industry exposure. Stay tuned for updates as the Prime Hydration story unfolds.