What's driving the Prime drink frenzy gripping Australian teens

Over the weekend, Perth shoppers witnessed an unusual scene as teenage boys lined up at the supermarket doors, ready to rush through as they opened. Their target wasn't food or gaming consoles—it was Prime Hydration, an influencer-backed drink that has triggered a frenzy among young Australians despite intense scarcity and purchase limits.

The drink, created by American social media personalities Logan Paul and KSI, arrived in Australia following a promotional tour by the pair. Their star power proved potent: within days, Prime became the kind of product that sells out within hours and has spawned dedicated Twitter accounts and smartphone apps to alert followers when stock reappears.

Woolworths is the sole Australian retailer stocking Prime Hydration, a coconut-water-based sports drink marketed as containing antioxidants, electrolytes and amino acids designed to help consumers refresh, replenish and refuel. The retailer has imposed a strict five-bottle purchase limit per customer in an attempt to manage demand and prevent the kind of scenes witnessed in Perth. Coles has stated it cannot currently stock the product due to supply constraints.

But the craze has extended beyond mere scarcity marketing. Schools across the country have begun intervening, with principals posting notices to parents warning against the drink. Queensland's Norris Road State School was among the first to publicly flag concerns, explicitly asking families not to allow children to bring Prime bottles to class. The message was stark: students are only to bring water to school.

The controversy stems partly from another Prime product—an energy drink that contains 200 milligrams of caffeine per can. That level substantially exceeds Australia's food standards limit and is marketed exclusively for adults. Though the energy version is not yet available in Australian shops, schools have flagged concerns that teenagers may attempt to import it or that confusion between the two products could lead to misuse.

Prime's appeal illustrates a broader trend: influencer-backed products, especially those associated with celebrity athletes or social media figures, can generate unprecedented demand among younger audiences. The brand has leveraged major partnerships—including becoming the official sports drink of the UFC and sponsoring English Premier League club Arsenal—to amplify its credibility and reach.

The frenzy raises questions about how readily teenagers adopt products based on celebrity endorsement, and whether scarcity itself becomes part of the appeal. When a drink becomes as hard to obtain as concert tickets or limited-edition sneakers, the desire to own it can intensify beyond the product's actual utility.

For now, Australian parents and educators are watching closely as the craze unfolds, weighing the hydration drink itself—which appears relatively benign—against the broader concerns about influencer culture and the messaging it sends to young consumers about consumption and status.