The Australian arm of Congo Brands, the company behind Logan Paul and KSI's Prime sports and energy drinks, has collapsed into administration, with financial records showing millions of dollars in debt and just $85,000 remaining in the bank.

Administrator Alice Fay Ruhe of The Ruhe Group was appointed this week to oversee Congo Brands Australia, with the company's first creditors meeting scheduled to be held next Friday. Congo Brands Australia is the local entity behind the influencer-founded beverage brands, including Prime and Lunchly, the latter of which was jointly founded with fellow content creator MrBeast.

Prime, launched globally in 2022, quickly became a phenomenon among Australian schoolchildren, fueled by intense promotional pushes from Logan Paul and KSI, the two social media influencers whose combined YouTube followings exceed 40 million subscribers. The drink's hype-driven launch mirrored its international rollout in the United States and United Kingdom, where limited availability and viral social media attention led to bottles reselling for hundreds of dollars during the brand's early peak.

According to Congo Brands Australia's most recent financial report, lodged with the Australian Securities and Investments Commission in September last year, the company's sales had halved from the previous year, falling to $14.5 million from $31 million. The Melbourne-based company posted a net loss of $1.42 million for the 2024 financial year, alongside $7.92 million in total debts and just $84,855 in cash on hand at the time of the filing.

The financial deterioration extended to the company's........

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