Logan Paul Regrets Missing $100 Million Prime Sale

YouTuber and Prime co-founder Logan Paul admitted on September 15, 2026, that he made a "massive, massive, massive mistake" by failing to sell a portion of the beverage brand or secure acquisition partners during its peak. Paul estimates this missed opportunity cost him at least $100 million, noting that private equity firms had previously valued potential deals at approximately $500 million.

Co-founded with YouTuber KSI, Prime experienced rapid growth after its 2022 launch, surpassing $1 billion in global retail sales within two years and reaching projected revenues of $1.2 billion in 2023. However, the brand suffered a sharp decline, with estimated revenues falling to roughly $300 million by 2025, representing a 76% drop from its peak.

This downturn coincided with increased scrutiny from the Food and Drug Administration over the caffeine content of Prime Energy and ongoing legal discovery in a class action lawsuit. Paul stated the company is now focused on stabilizing operations and rebuilding consumer trust after it became "cool to hate on Prime on social media."