Brand News
Jul 7, 2026Last Updated Jul 7, 2026Mid-Year Snapshot: Promo Pricing Pushes Sports Drinks AheadAs the category rebounds back into volume-driven growth and with interest in hydration and electrolytes still rising, we take stock of what’s happened in…
Apr 6, 2026Last Updated Apr 6, 2026Energy Drinks Are Chasing Electrolytes, But Will It Help Them Stay Ahead?As energy drink makers look to expand under the general umbrella of “performance”-based functionality, electrolytes are increasingly the logical next place to…
Jan 15, 2026Last Updated Jan 15, 2026Prime Announces Ultra-Filtered Protein ShakePrime is entering the protein shake category, announcing its new line on social media this morning.
Jan 7, 2026Prime, Lionel Messi’s Sports Drink End Court BattleThe court battle between superstar sports drinks is over, as Lionel Messi and Logan Paul’s respective brands agreed on Tuesday to drop all claims and…Oct 10, 2025Last Updated Oct 10, 2025Prime Sues Más+ by Messi Over False Advertising ClaimsThe ongoing legal battle between Logan Paul’s Prime Hydration and Mark Anthony Brands’ Más+ by Messi is getting more heated.
Aug 5, 2025Last Updated Aug 5, 2025PRIME Lawsuit Dismissed; ‘Smidgen’ More Caffeine Immaterial, Judge RulesA New York Southern District court judge’s ruling last week dismissed a class action suit against Prime alleging the brand’s energy drinks contained more than…
Jul 22, 2025Last Updated Jul 25, 2025Survey: Convenience Retailers Raise Growth Forecast As Energy Drinks SurgePositive beverage sales trends have U.S. convenience retailers feeling optimistic despite this year’s economic shockwaves, with growth outlook rising 3.4%…
May 13, 2025Last Updated May 16, 2025Coco5’s Rebrand Fuels Fresh Sales with Women, Premium ClubsWhile coconut water-based sports drink brand Coco5 may be sticking close to its “mile-deep” philosophy, distribution is getting a lot bigger than just an…
Dec 7, 2023Last Updated Jan 3, 2024Logan Paul Talks PRIME’s Big YearIn this video interview, PRIME co-founder Logan Paul sat down with us to discuss how the brand achieved its rapid rise in both the hydration and energy drink…Jul 10, 2023PRIME Responds After Sen. Schumer Calls for FDA InvestigationAs a pro fighter, Logan Paul has gone up against Damian Priest, Floyd Mayweather, and even his own PRIME co-founder KSI. But could his next public bout be with…
Feb 1, 2023Last Updated Feb 2, 2023PRIME Lands Multi-Year UFC PartnershipLogan Paul and KSI’s PRIME Hydration has signed a three-year marketing partnership to become the “Official Global Sports Drink of UFC”, replacing BodyArmor…