PRIME Energy Launch Expectations | Can the Energy Drinks Outsell PRIME Hydration?

Logan Paul, KSI, and the team at Congo Brands just launched PRIME Energy, but does it any stand any chance at outselling PRIME Hydration? If you haven't noticed, the internet has gone crazy for PRIME Hydration with the company stating its 2022 sales number reached around $115 million. Remember that’s basically with 11.5 months of business activity, and in Year 1 out the gate. That’s essentially unheard of with any new beverage launch that isn’t a brand or product extension by one of the biggest beverage brand portfolios. What’s even more impressive is that PRIME is expected to match its annual 2022 sales in the first quarter of 2023. It took less than a year in market for PRIME Hydration to become the fifth largest sports drink brand in America. PRIME is riding the celebrity packaged goods trend where the most popular creators of today are becoming the biggest CPG brands of tomorrow. When you hit on the “right celebrity + right product” element, you can pull forward brand awareness to a level that takes competitors years or many millions of dollars. The major benefit of the celebrity packaged goods trend is that Logan Paul and KSI are masters of at winning consumer attention through today’s kingmakers…aka digital platform algorithms. So, what does this all mean for the relative success of the PRIME Energy lineup? While PRIME Energy has A LOT going for it, I also think there will be strategic misalignments with the energy drinks market and a large share of the most diehard audience of Logan Paul and KSI. Does that mean the energy drinks will be a failure? No. I could easily see these making a run at the top 10 energy drinks in the next 2-3 years. I could also see the entire PRIME brand being acquired in the next 2-3 years by one of the biggest beverage portfolios if they can get comfortable with potential "key man risk." FOLLOW ME ON MY SOCIAL MEDIA ACCOUNTS LINKEDIN - https://www.linkedin.com/in/joshuaschallmba TWITTER - https://www.twitter.com/joshua_schall INSTAGRAM - https://www.instagram.com/joshua_schall FACEBOOK - https://www.facebook.com/jschallconsulting MEDIUM - https://www.medium.com/@joshuaschall