Northern Ireland

Prime craze shows no sign of slowing as drink created by YouTubers Logan Paul and KSI shipped direct to Ireland from US

Bottles of Prime are being shipped in from the US due to demand. Picture by Mal McCann
Bottles of Prime are being shipped in from the US due to demand. Picture by Mal McCann Bottles of Prime are being shipped in from the US due to demand. Picture by Mal McCann

THE ongoing demand for a drink promoted by two YouTube stars has been described as "crazy", as supplies are being shipped in to the north from America to meet insatiable interest.

Prime, created by US social media influencer Logan Paul and English boxer KSI, is currently sold at Asda stores for £2 a bottle but smaller retailers are also importing it at high costs, with stock being sold within hours of hitting shelves.

The drink, which comes in a variety of flavours, was launched last year and has become a phenomenon among young people, with reports of being sold by the sip in schools and even empty bottles being auctioned online.

A Co Down retailer has described how repeated requests for the drink has led to him sourcing supplies from the US and selling it at £12 per bottle due to importation costs.

Gavin Dunlop, owner of the Sweetie Rush store in Ards Shopping Centre, told The Irish News he has "never seen anything like" it in his retailing career.

"At first I had no intention whatsoever of selling it because suppliers were quoting silly prices, and I thought who in their right mind would buy it for the price we would need to sell it at to make it worthwhile," he said.

Prime is promoted by YouTubers Logan Paul and KSI
Prime is promoted by YouTubers Logan Paul and KSI Prime is promoted by YouTubers Logan Paul and KSI

"Asda can sell it at £2 because of supply connections from their previous ownership by Walmart in the US, and they sell out almost instantly. Customers kept asking for it repeatedly and so we decided to go ahead and import it, and I have never seen anything like this demand in all my years in business."

The desperation to secure the drink and related products has left the store asking customers on social media to be patient and respectful to staff.

"We have had a few cheeky and rude comments from a small minority of customers, some of whom don't understand why the price is so high, but it's due to the costs involved in importing it from America to Britain, then the costs of shipping it over here.

"What with Brexit costs, and VAT, this is the only way we can sell it, but despite that it always sells out fast. I'm not making any big amount on it, but we do benefit from the footfall it brings."

Mr Dunlop said a recent example of demand was his store selling 160 bottles in less than a day.

"I have heard of some places in England selling it for up to £100 for a tin – it's crazy. In many ways it's getting out of hand, especially when you hear of some of the stories in other shops."

Logan Paul and KSI, who between them have almost 48 million subscribers on YouTube, have said they have been "humbled by the process of creating a real brand and surpassing some of the biggest beverage companies in the world".

The influencers had previously fought in a 2018 boxing bout that attracted over 2.5m live viewers.

Mr Dunlop added: "They are incredibly clever with their marketing. In my day it used to be about having the latest trainers – now a simple drink is one of the most in-demand products in the world."