Booker to officially stock Prime Hydration energy drink

Booker is set to roll out Prime Hydration energy drinks to independent stores as the wholesaler has become the latest official distribution partner.

Londis and Budgens stores were notified in communication, seen by Better Retailing, sent in April, with pre-orders for allocation closing on 16 April. Limited to one case per flavour, deliveries into stores are to be made in the week commencing 8 May. Flavours available are 500ml bottles of Blue Raspberry, Lemon Lime, Tropical Punch and Ice Pop. Booker is charging £15.29 for a case of 12, with RRP set at £2.50.

One Booker retailer, who asked not to be named, said: “I’ll wait and see, as I’m not a retailer who wants to jump on the latest social media trends. There are so many stores who are trying to take advantage of demand by increasing the prices dramatically. It creates a bad name for independent retailer and I don’t want my customers to see my store like this.”

The wholesaler joins One Stop, Spar and Costco as official stockists of the viral energy drink into independent retail.