Prime Drink has quickly become one of the most talked-about beverage brands globally. With celebrity co-founders and a strong social media push, many fans wonder who owns Prime Drink and what’s behind its massive success. Here’s a full breakdown of its history, ownership, financials, and more.
History of Prime Drink
Prime Hydration was launched in January 2022 by internet personalities Logan Paul and KSI (real name Olajide Olatunji). The two, previously known for their boxing rivalry, surprised the internet by joining forces to release a hydration beverage. The initial launch included a range of hydration drinks with zero added sugar, electrolytes, and coconut water.
The brand quickly gained traction among fans of both influencers and expanded across the U.S., UK, Australia, and other markets. It later introduced other products like Prime Energy and Prime Hydration+ Sticks. Retail partnerships with Walmart, Target, and Aldi helped boost its visibility. Viral marketing, limited-edition flavors, and co-branded products with sports organizations also fueled Prime’s popularity.
Who Owns Prime Drink?
Prime Hydration LLC, the company behind Prime Drink, has a defined ownership structure. The major stakeholders include Congo Brands and its founders, along with co-founders Logan Paul and KSI. As of 2025, there are no publicly disclosed additional shareholders.
Here’s a breakdown of the major shareholders of Prime Drink:
| Shareholder | Ownership Percentage | Role | Notes |
|---|---|---|---|
| Congo Brands | 60% | Majority Owner & Operator | Handles product development, manufacturing, and global distribution. |
| Logan Paul | 20% | Co-founder, Brand Ambassador | Leads U.S. market influence and social media marketing. |
| KSI (Olajide Olatunji) | 20% | Co-founder, Brand Ambassador | Drives UK/EU market growth and digital promotion. |
Congo Brands (60%)
Congo Brands, based in Louisville, Kentucky, is the majority owner of Prime Hydration LLC, holding a 60% stake. The company was co-founded by Max Clemons and Trey Steiger, who are instrumental in the operational aspects of Prime, including product development, manufacturing, and distribution. Their expertise in the beverage industry has been pivotal to Prime’s rapid growth and success.
Logan Paul (20%)
Logan Paul, a prominent YouTube personality and professional wrestler, co-founded Prime Hydration in 2022. He owns a 20% stake in the company. Paul’s significant social media presence and marketing acumen have been crucial in promoting Prime to a global audience.
KSI (Olajide Olatunji) (20%)
KSI, a British YouTuber, rapper, and boxer, is also a co-founder of Prime Hydration, holding a 20% ownership stake. His influence, particularly in the UK and European markets, has been vital in establishing Prime’s international footprint.
Who is the CEO of Prime Drink?
As of 2025, Trey Steiger serves as the Chief Executive Officer (CEO) of Prime Hydration LLC. He co-founded Congo Brands alongside Max Clemons, and together, they have been instrumental in the development and success of Prime Hydration. Steiger’s leadership focuses on overseeing the company’s operations, strategic planning, and expansion initiatives. His role is pivotal in steering the company’s direction and ensuring its continued growth in the competitive beverage industry.
Max Clemons: Chairman of Prime Hydration LLC
Max Clemons holds the position of Chairman at Prime Hydration LLC. In this capacity, he collaborates closely with CEO Trey Steiger to shape the company’s strategic vision and long-term objectives. Clemons’ expertise in business development and marketing has been crucial in establishing Prime Hydration’s presence in major retail chains and expanding its market reach.
Decision-Making Structure and Control
Prime Hydration LLC operates under the majority ownership of Congo Brands, which holds a 60% stake in the company. This majority ownership grants Congo Brands significant control over the company’s decisions and strategic direction. The remaining 40% is equally divided between co-founders Logan Paul and KSI, each holding a 20% stake.
While Logan Paul and KSI are the public faces of Prime Hydration, their roles primarily involve brand promotion and marketing. They leverage their substantial social media followings to enhance brand visibility and engage with consumers. However, the operational and strategic decisions are predominantly managed by Congo Brands, under the leadership of CEO Trey Steiger and Chairman Max Clemons.
Annual Revenue and Net Worth of Prime Drink
In 2023, Prime Hydration achieved a substantial revenue of $1.2 billion, marking a significant increase from its previous year’s performance. This growth was attributed to expanded distribution channels, strategic partnerships with major sports organizations like the UFC and prominent football clubs, and effective marketing strategies leveraging the influence of co-founders Logan Paul and KSI.
Despite the impressive growth in 2023, Prime Hydration faced challenges in 2024. Sales in the UK declined by 48%, dropping from £131.1 million in 2023 to £68 million in 2024. This downturn was attributed to factors such as market saturation, increased competition, and changing consumer preferences.
As of May 2025, Prime Drink has an estimated net worth of $8 billion. The brand’s ability to adapt to market trends and consumer demands will be crucial in determining its financial performance in the coming year.
Here’s a breakdown of the annual revenue and net worth of Prime Hydration from 2022-25:
| Year | Revenue | Net Worth |
|---|---|---|
| 2022 | ~$250 million | ~$1 billion |
| 2023 | $1.2 billion | $3.2 billion – $8.4 billion |
| 2024 | ~ $750 million (approx.) | Estimated between $3.2 billion – $8.4 billion |
| 2025 | Revenue data not fully disclosed yet | Estimated $2 billion – $8.4 billion |
Brands Owned by Prime Drink
Here’s a list of the primary brands owned by Prime Drink:
| Brand | Description | Key Features | Target Audience |
|---|---|---|---|
| Prime Hydration | Flagship hydration drink brand co-founded by Logan Paul and KSI. | Coconut water, electrolytes, BCAAs, zero added sugar. | Athletes, health-conscious consumers, fitness enthusiasts. |
| Prime Energy | Energy drink line offering a healthier alternative to traditional energy drinks. | Caffeine, electrolytes, designed to boost energy and focus without the crash. | Active individuals, students, professionals, energy drink enthusiasts. |
| Prime Hydration Sports Drinks | Sports drinks designed for hydration during physical activity. | Electrolytes, BCAAs, replenishment during exercise. | Athletes, gym-goers, fitness enthusiasts. |
| Prime Hydration Gel Packs | Portable gel packs for quick hydration and nutrient delivery. | Electrolytes, BCAAs, portable and convenient for on-the-go use. | Busy individuals, athletes, travelers. |
| Prime Hydration Limited Edition Flavors | Seasonal or special-edition flavors to keep the brand fresh and exciting. | Unique flavors tied to events, collaborations, or seasons. | Loyal fans, collectors, consumers seeking variety. |
Prime Hydration
Prime Hydration is the flagship brand of Prime Hydration LLC, co-founded by Logan Paul and KSI. The brand is known for its range of hydration drinks, designed to cater to athletes and health-conscious individuals. The drinks are formulated with coconut water, electrolytes, BCAAs (Branched-Chain Amino Acids), and zero added sugar.
Prime’s products have become increasingly popular, especially among younger consumers, due to heavy promotion through social media platforms and influencer endorsements. The company has successfully expanded its distribution into major retail chains across the U.S. and internationally.
Prime Energy
Prime Energy is another major product line launched by Prime Hydration LLC. It extends the brand’s range into the energy drink market. These energy drinks are designed to provide a boost of energy and focus, similar to traditional energy drinks, but with a healthier formula. They contain caffeine, electrolytes, and other ingredients aimed at boosting mental performance and physical endurance. Like Prime Hydration, Prime Energy benefits from the brand’s celebrity-backed marketing efforts, ensuring its popularity among fans of Logan Paul and KSI.
Prime Hydration Sports Drinks
Prime Hydration also offers sports drinks, which are different from regular hydration drinks in that they are specifically designed for consumption before, during, or after physical activity. These sports drinks are fortified with electrolytes, BCAAs, and other ingredients to replenish fluids lost during exercise and help with muscle recovery. These products target athletes and fitness enthusiasts, aligning with Prime’s overall mission to promote health and wellness.
Prime Hydration Gel Packs
The Prime Hydration Gel Packs are another unique product in the Prime Hydration portfolio. These gel packs are formulated to deliver essential nutrients, electrolytes, and hydration in a more convenient and portable form. They are intended for consumers on the go or those needing a quick boost during intense physical activity.
Prime Hydration Limited Edition Flavors
As part of its marketing strategy, Prime Hydration frequently releases limited edition flavors, which generate excitement and demand among consumers. These seasonal or special-edition products add variety to the core product line and often tie in with events or special collaborations. These limited flavors keep the brand fresh and relevant in a competitive market, constantly providing something new for fans and consumers.
Conclusion
So, who owns Prime drink?
While Logan Paul and KSI co-founded and promoted it, Congo Brands is the primary force behind its operations and ownership. Paul and KSI are key shareholders but do not own the majority of the company. Instead, Max Clemons and Trey Steiger, through Congo Brands, have the biggest stake and control.
With explosive growth, a strong retail presence, and global marketing success, Prime is no longer just a social media product. It’s a competitive brand in the hydration and energy drink industry, and it’s likely to keep expanding in the coming years.
FAQs
Do KSI and Logan Paul own Prime?
Yes, KSI and Logan Paul are co-founders and significant shareholders of Prime Hydration LLC. They each own 20% of the company, with the remaining 60% held by Congo Brands. They are also the primary brand ambassadors for Prime, heavily involved in its marketing and promotion.
Did Coca-Cola buy Prime?
No, Coca-Cola has not bought Prime. Prime Hydration LLC is still an independent company, with its majority ownership held by Congo Brands. However, Prime has a significant retail presence, including distribution through major stores, and competes within the beverage sector alongside brands like Coca-Cola.
How much does Logan Paul own from Prime?
Logan Paul owns a 20% stake in Prime Hydration LLC. This ownership reflects his role as a co-founder and his contributions to the brand’s marketing and promotion through his social media influence.
How much of Prime does JJ own?
KSI (real name Olajide Olatunji, also known as JJ) also owns a 20% stake in Prime Hydration LLC. Like Logan Paul, KSI is a co-founder and key figure in the marketing and success of the brand.
How much did KSI and Logan make from Prime?
The exact amount KSI and Logan Paul have made from Prime is not publicly disclosed, but both have benefited significantly from the brand’s success. Given Prime’s reported revenue growth (up to $1.2 billion in 2023), their stakes are valued in the hundreds of millions of dollars each. As the brand continues to grow, their financial success from Prime is expected to increase.
Is Logan Paul the CEO of Prime?
No, Logan Paul is not the CEO of Prime Hydration. The CEO of Prime Hydration LLC is Trey Steiger, who co-founded Congo Brands, the company that holds the majority stake in Prime. Logan Paul, along with KSI, serves as a co-founder and brand ambassador, focusing on marketing and promotion.
What YouTubers own Prime?
Prime Hydration is co-owned by YouTubers Logan Paul and KSI (Olajide Olatunji). They each own 20% of the company, and both have played a significant role in Prime’s marketing and global success.
When did Prime drink come out?
Prime Hydration was officially launched in 2022. The drink was introduced by co-founders Logan Paul and KSI as part of their venture into the beverage industry, aiming to create a healthier alternative to traditional energy drinks and sports drinks.
Who actually made Prime?
Prime was created by Logan Paul and KSI in collaboration with Congo Brands, a company co-founded by Max Clemons and Trey Steiger. Congo Brands is responsible for the manufacturing, distribution, and operational management of Prime Hydration LLC.
When was Prime drink founded?
Prime Hydration LLC was founded in 2022 by Logan Paul and KSI. The brand quickly gained attention due to the high-profile personalities behind it and their extensive marketing reach, particularly through social media platforms.
Who owns Prime drink in 2025?
Prime drink is owned by Prime Hydration LLC. Its co-founders Logan Paul and KSI hold equity stakes, but the majority ownership and operational control lie with Congo Brands, led by Max Clemons and Trey Steiger.
How much is Prime drink worth?
Prime drink’s estimated valuation is over $2 billion as of 2025, based on retail sales and market expansion.
Who manufactures Prime drinks?
Congo Brands is responsible for the manufacturing and distribution of Prime drinks across global markets.