MyTelescope's newest mapping of the energy drink category reveals one the biggest successes in retail this year.

The notorious brand PRIME, created by Youtubers KSI and Logan Paul launched their energy drink which has quickly grown to become the third largest energy drink in MyTelescope's 2023 Energy Index, after Red Bull and Monster Energy.

The brand leveraged the influencers massive network, and marketed towards their target audience on channels native to them such as TikTok and YouTube and used scarcity as a tactic to raise demand to unseen highs. In some instances demand was so high for their hydration drink, that bottles where being sold for as much as $166.

While they have definitely seen success in creating demand, the brand has faced backlash as critics have accused them of targeting young kids and teenagers all while having caffeine levels above 200mg per can, (Red Bull is 80mg).

Will Prime be able to continue harvesting the demand or will regulation step in to halt their growth? And if not halted by regulation will this hype manage to live on or will it pass? We will stay tuned to see.