Prime demand unprecedented says leading Letterkenny sweetshop owner

Enda Heneghan - proprietor of popular Letterkenny sweetshop Aunty Nellies - says he’s never seen anything like the current Prime 'hydration' drink craze. 

The beverage, which has become ridiculously popular among children and teens, was launched by YouTubers Logan Paul and KSI. And ever since its release, Prime has been flying off the shelves to such an extent that supply has long since failed to meet the demand. 

Donegal kids were even putting the multi-coloured bottles on their Christmas lists, while videos have circulated online of customers across the globe fighting in the isles of various stores as they attempt to get their hands on the limited stock. 

Aunty Nellies already sell some of the biggest and most famous confectionery brands from across America. And they’ve finally got their hands on this latest and much sought after product. 

“We got it in on Tuesday morning,” Enda told DonegalLive. “We put 96 bottles of it on the shelf and it was gone within an hour. I’ve never seen anything like it to be quite honest. We had the opportunity to purchase a number of cases and we did - simply because we’d been so inundated with inquiries about it”.

Shipping costs from the US as well as the limited supply of Prime currently making its way into both the UK and Ireland means the price of Prime fluctuates wildly. A quick scan online of the other few outlets nationwide that have managed to stock it shows that €15 appears to be the going rate per 500ml bottle.

Some media outlets are even reporting that savvy kids who have managed to get their hands on the drink are reselling it on, at school, for as much as €60 a pop.  Enda agrees that the price margin is a tricky one for retailers.  

“Because of the type of shop we are, I guess people expected us to go out and source the product or see it on our shelves. It wasn’t easy. I don’t mind saying we’ve had to put a retail price of €10 on it. That is a scandalous price but believe me, we’re not being scandalous with it. There is little to no markup or margin on that for ourselves. 

“We’ve stocked it simply because so many people have come in looking for it. And the opportunity was there, through a really good and loyal supplier I have, to get our hands on some of it. I looked online and seen that some of the other retailers around the country are charging €15. 

“But I couldn’t have put anything higher than €10 on it - in all consciousness - I just wouldn’t entertain that. And it’s probably important to state that we are operating a ‘one bottle per person’ policy on it. The reason we  are doing that is to minimise others going out and just flogging it on at three or four times the price”. 

Enda admits he isn’t that well versed on the product, its owners or why it’s taken such a grip on young people these past number of months. 

“No, is the simple answer! I’ve had to google these guys, the Logan Paul and KSI fellas. But they're obviously very intelligent guys. They have recently hooked up with the UFC and have some kinda link with Arsenal FC as well.

“It is a craze and it will settle. We have 60 cases of it and the truth is if we put them all out yesterday they’d be gone. But as it makes its way into the country at a quicker rate, this will eventually fade. 

“I guess it’s the power of social media right now and the way these influencer guys go about marketing their product".