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26th Oct 2022

Nisa shopkeeper defends selling Prime hydration for £15 a bottle

Charlie Herbert

Nisa shopkeeper defends selling Prime hydration for £15 a bottle

It’s a hefty markup on the drink launched by KSI and Logan Paul

A shopkeeper has defended selling an energy drink created by two Youtubers for up to £15 a bottle after supermarkets began selling out.

Prime Hydration was launched by KSI and Logan Paul and first hit the shelves back in January.

The drink is stocked exclusively by Asda and has proven so popular that shelves of the product have been left bare, with fans queueing up at 5am to get their hands on the stuff.

Many stores have sold out leading to it being branded by web users as ‘the most valuable hydration drink on the planet’.

One corner shop in Worcester is capitalising upon the social media craze by flogging bottles for £8 each – instead of the recommended retail price of £2.

Nisa shopkeeper defends selling Prime hydration for £15 a bottle

And customers have even been paying £15 just for one bottle while one punter purchased two crates of the drink for £80.

Schoolchildren have been queuing outside Nisa Local, in Brickfields, in the hopes of getting their hands on the popular beverage.

Shopkeeper Ameer Khan, 21, says he is seeing dozens of the bottles flying off the shelves within minutes of them being restocked.

He has defended the decision to sell the drink for £8 and claims no customers have complained about the price tag.

Khan said: “Nobody has complained about the price, one person asked me to put one behind the counter and paid £15 for it.

“One person bought two crates for £80.

“People leave their phone numbers with me so I can let them know we have some in stock.

“This morning, I had two crates delivered and in less than four hours we’ve sold 22 bottles for £8.

“My boss came in with a third crate from another one of his stores otherwise we would’ve sold out before midday.

“Nobody has complained about the price, kids are mad for it.”


Customers are still only allowed to buy two drinks at a time though because of its popularity, and the drink is now no longer kept in the shop fridges.

Khan explained that it was only kept behind the counter because “kids started crowding it in the store.”

Shortages of Prime Hydration led KSI to accuse ASDA staff of selling the drink on the black market

KSI explained in an interview with The Fellas podcast, that the drink never seems to be available because ASDA employees are selling it for a profit.

“It’s always sold out, man,” he said. “Honestly, people are selling it on the black market.

“I sh** you not, the only place you’re meant to get Prime is Asda and Arsenal stadium. But people are getting it at petrol stations.”

Some bottles of the drink have been appearing and selling on eBay for as much as £60.

The YouTuber then went as far as to suggest that ASDA employees aren’t even putting the drink on the shelves because they want the opportunity to profit themselves.

“Asda employees aren’t even f***ing putting it on the shelves anymore,” he said. “They’re shipping it out lowkey.

“They’re like ‘what’s the point, I put it on the shelf and it’s gone instantly. F*** it, I’m just going to sell it on the black market myself.'”

KSI added: “That’s what they’re doing, bro, and then people are making p’s from it because you can’t get it anywhere. It’s not like we’re not supplying enough, we’re supplying loads.”

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