Prime Drink is owned by Congo Brands, a Louisville, Kentucky beverage company co-founded by Trey Steiger and Max Clemons. Logan Paul and KSI co-founded the brand in January 2022 and hold equity stakes. In 2025, the company opened a strategic review after a sharp drop in UK and US sales.
Key Statistics
- Prime Hydration was introduced on January 4, 2022, by Logan Paul and KSI under Congo Brands.
- The brand cleared $250 million in first-year retail sales during 2022, according to Bloomberg and Fortune.
- Annual sales reached $1.2 billion in 2023, as reported by Bloomberg.
- UK turnover fell 70.7% to £32.8 million in 2024, per Companies House filings.
- CB Insights valued Prime between $3.1 billion and $8.4 billion in late 2023.
Who Owns Prime Drink?
Prime Drink is owned by Congo Brands at the corporate level. Congo LLC operates Prime Hydration LLC, and Trey Steiger and Max Clemons are listed as the officers of the entity in Kentucky’s Secretary of State business registry.
Logan Paul and KSI are co-founders and brand partners who hold equity in the company. Reports suggest Steiger and Clemons together hold around 60%, with Paul and KSI splitting much of the remainder. The setup mirrors the private ownership pattern seen at chains like Krispy Kreme’s holding structure. Exact percentages are not public.
Prime Drink Origin, Founders and Early Years
Prime Hydration launched on January 4, 2022. Logan Paul and KSI co-founded the brand with Trey Steiger and Max Clemons, who run Congo Brands. The two YouTubers had fought twice in boxing rings between 2018 and 2019 before reconciling and partnering on the drink.
Pre-Launch Vision
Congo Brands brought beverage formulation and distribution. Paul and KSI brought a combined audience of tens of millions across YouTube and other platforms. The creator-led pipeline resembles the path traced by Steve Will Do It’s net worth through Full Send and Happy Dad.
First-Year Performance
Retail rollout caused shortages across the UK and US through 2022. Logan Paul disclosed $250 million in first-year retail sales, with $110 million gross internally.
Largest Shareholders of Prime Drink
Congo Brands
- Parent company of Prime Hydration LLC
- Headquartered in Louisville, Kentucky
- Reported stake near 60%
- Handles manufacturing and distribution
Max Clemons
- Co-founder and CEO of Congo Brands
- Listed officer of Prime Hydration LLC
- Holds part of the ~60% Congo stake
- Chairs the board
Trey Steiger
- Co-founder of Congo Brands
- Listed officer of Prime Hydration LLC
- Holds part of the ~60% Congo stake
- Oversees daily operations
Logan Paul
- Co-founder and brand partner
- Reported equity stake near 20%
- YouTuber, WWE star, and boxer
- Leads marketing alongside KSI
KSI (Olajide Olatunji)
- Co-founder and brand partner
- Reported equity stake near 20%
- YouTuber, rapper, and boxer
- UK-based promotion lead
Mams Taylor
- British music executive and KSI’s manager
- Reported minor stakeholder
- Supports KSI’s business interests
- Stake size not disclosed
Who Is on the Board of Directors for Prime Drink?
Operations and Strategy
Brand and Marketing
Management and Talent
Prime Drink Products and Services
Prime Hydration
- Original sports drink, launched January 2022
- Contains 10% coconut water and 834mg electrolytes
- 250mg BCAAs, B vitamins, antioxidants
- 2g sugar; caffeine-free
Prime Energy
- Caffeinated energy drink line
- 200mg of caffeine per 12oz can
- Zero sugar, zero calories
- Drew FDA scrutiny in 2023
Prime Hydration+ Sticks
- Dissolvable on-the-go drink mix
- Same electrolyte profile as the bottled drink
- Travel and gym format
- Available across multiple flavors
Prime Ice
- Hydration line introduced in January 2025
- Marketed as lighter and more refreshing
- Flavors include Blue Chill, Orange, and Red Chill
- Part of the strategic review response
Prime Drink Mission Statement
Prime describes its purpose as filling the space where good taste meets function. The brand markets its drinks as fuel for any lifestyle, from competitive athletes and gamers to general consumers who want a lower-sugar option.
The mission has shifted since launch. After UK sales fell 70.7% in 2024 and US sales dropped about 40%, Congo Brands opened a strategic review to move Prime from hyper-growth into long-term sustainability.
Congo Brands frames its own role as building synergies between the independent brands Steiger and Clemons have co-founded. Prime fits that approach, much like other privately held consumer companies tracked through private-round disclosures such as Ledger’s $1.3 billion valuation.
How Did Prime Drink Get Its Name?
The Prime name was chosen to signal peak performance. Logan Paul and KSI wanted a short word that worked across global markets and product extensions. Branding kept it simple: “Prime” on every bottle, with “by Logan Paul x KSI” added as a tagline.
The name was registered through Prime Hydration LLC, the official corporate entity owned by Congo Brands. The carry-through of a founder-tied name across categories follows a pattern seen with chains like McDonald’s brand history, where the original surname stayed on storefronts long after ownership changed.
The word also fit the duo’s positioning of the drink as a top-tier hydration option for athletes, gamers, and casual buyers.
FAQ
Who owns Prime Drink?
Prime Hydration LLC is owned by Congo Brands, co-founded by Trey Steiger and Max Clemons in Louisville, Kentucky. Logan Paul and KSI are co-founders and equity partners, with reports suggesting they hold a combined minority stake near 40%.
Is Prime Drink still operational?
Yes. Prime Hydration continues to sell sports drinks, energy drinks, and stick packs worldwide. The company opened a strategic review in 2025 to move from hyper-growth toward long-term presence after sharp sales declines.
When did Prime Drink come out?
Prime Hydration launched on January 4, 2022, founded by Logan Paul and KSI under Congo Brands. The drink became available in limited quantities through June 2022, with retail rollout expanding through 2023.
What is the net worth and market cap of Prime Drink in 2026?
Prime is privately held and has no public market cap. CB Insights valued the company between $3.1 billion and $8.4 billion in late 2023. Steep sales declines in 2024 and 2025 likely compressed that range.
Is Prime Drink an American company?
Yes. Prime Hydration LLC is an American company headquartered in Louisville, Kentucky. The entity is registered in Delaware, with its principal office in Kentucky. Parent company Congo Brands is also Louisville-based.
With many years of professional experience within transnational corporations in different industries, Richard Jaimes has had the opportunity to lead people and organizations, investigate future topics, create strategies and innovations, consult senior management and translate insights into business advantages. Richard is also a long time senior consultant with Quantumrun Foresight.
