Australian arm of Prime energy drink falls into administration with only $85,000 left in the bank

Influencer sensation Prime Hydration collapses in Australia

The influencer-backed global sensation, Prime Hydration, has seen its Australian arm collapse into administration. Launched in 2022 by social media influencers Logan Paul and KSI, under parent company Congo Brands, Prime Hydration had the stated intention of taking on beverage giant Gatorade. A wave of viral attention followed its launch. Due to its scarcity, the originally priced US$4 beverages once reached a peak resale price of US$1500. In th…

Australian arm of Prime energy drink falls into administration with only $85,000 left in the bank

Prime burst onto the scene in 2022 and quickly gained popularity due to endorsements from social media influencers, including Logan Paul and KSI. The post Australian arm of Prime energy drink falls into administration with only $85,000 left in the bank appeared first on SmartCompany.