So 2022 bowed out with one last surprise. Who can honestly say they had ‘crowds queueing outside Aldi at 5 a.m. for a viral energy drink’ on their bingo card? The must-have product in question is Prime, a caffeine-free energy drink created by YouTube influencers Logan Paul and KSI. Since going on sale in the UK recently, it has quickly generated the sort of frenzied hype once reserved for cryptocurrencies or pictures of cartoon monkeys, with stock running out, brawls breaking out and one shop reportedly cashing in by charging £10 a bottle.
On the face of it, the Prime story is baffling. But tempting as it might be to scoff at the sight of the wide-eyed obsessives rushing for their fix, I am also painfully aware that I cannot really judge them. For I myself am an energy drink addict.
Admittedly, my personal poison isn’t Prime – or at least not yet.
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