Prime beverage brand on pace for $300M in 2025, down from $1.3B peak — a rare CPG cliff fall
Oct 9, 2025
Key Points
- Prime beverage is on pace for $300 million in 2025 revenue, down 77% from $1.3 billion in 2023, marking a rare cliff collapse for an influencer-backed CPG brand.
- The brand's confusing product lineup, which included a heavily caffeinated energy drink packaged similarly to a sports drink, created consumer confusion but masked a deeper problem: lack of repeat purchase.
- Prime deployed roughly $200 million in marketing firepower to generate initial viral demand, but once influencer buzz faded, the brand lacked the product loyalty that sustains categories like Red Bull.
Summary
Prime, the energy drink brand co-founded by influencers KSI and Logan Paul, is on pace to do $300 million in revenue for 2025, down from $1.3 billion in 2023 according to Bloomberg. That represents roughly a 77% decline in two years.
Prime launched two products that look nearly identical: a sports drink and an energy drink. The energy drink contained hundreds of milligrams of caffeine per serving. Parents bought what they thought were Gatorade alternatives for their kids and instead got heavily caffeinated products.
The real collapse stems from distribution and product stickiness, not controversy. KSI and Logan Paul likely deployed roughly $200 million in marketing firepower at launch, creating an initial viral spike. That volume pulled trial from people who saw the hype, tried the product, and either didn't love it or couldn't find it in local stores. Once influencer-driven buzz fades, CPG brands need repeat customers who genuinely love the product and keep buying it. Red Bull has maintained consistent purchase patterns for decades because people actually want it. Prime did not.
There is also a question about whether the $1.3 billion number itself is real. Someone in the distribution chain may have leaked a monthly revenue figure, multiplied it out, or inflated the number to go viral, a pattern that happens with influencer brand claims.
Still, $300 million annually is substantial for a brand launched by influencers. The category itself is not broken. The brand is.