The Prime hydration drink, popularized by YouTube stars KSI and Logan Paul, has taken Ireland by storm with long queues forming outside shops. The drink’s popularity has even led to stampedes in some British stores since last December. One Dublin store claims to sell up to 1,000 bottles a week which amounts to €15,000 weekly in trade. Although they declined to speak on the record, they did confirm that a limited supply is available at some Dunnes Stores outlets. But, MunchDiddly’s shop in Stephen’s Green Shopping Centre in Dublin has a more plentiful supply of the sought-after drink and is charging €15 per bottle. The store also sells packs, including a Prime Hydration Duo that features two bottles with sachet refills for €40. According to owner Garreth Cooke, the drink has become a collectible item as much as it is a beverage. Customers are buying the drink as a keepsake for its stylish packaging, with children and young adults reportedly collecting the bottles and hanging them on their walls. The drink’s popularity has also been a boon to Cooke’s business, which is now expanding to a larger store in Stephen’s Green Shopping Centre. Despite some criticism about Prime’s steep price tag, ranging from €10 to €25, owners of stores offering the drink point to Ireland’s high tax rates, overhead costs, and shipping expenses as the reason behind the drink’s price.
