A PUB landlord is accepting an energy drink instead of cash because of how valuable it is.
Craig Harker, 35, says bottles of Prime Hydration are rarer than "gold or diamonds" at the moment.
The landlord of The George Pub and Grill chain is accepting the pop following a social media craze that's seen youngsters fist fight each other for bottles and flog them online for £25 each.
Craig said: "It's absolutely nuts. I haven't seen a craze like this probably since the PlayStation came out.
"Straight away it's got value, and right now that value is more than the recommended retail price."
Demand for the product, which is sold by ASDA, the Prime online store and Emirates Stadium, has seen school bans after black market trading.
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Teens and even grown men have been filmed swarming into ASDA at opening time to strip shelves just minutes after being stocked by staff.
The mania – turbo-charged by TikTok – has got so bad shops have placed buying limits on the drink and security rolled out to break up fights between thirsty youngsters.
The 500ml drink – which comes in 11 flavours – retails at £2 but has been seen flogged on eBay for a ridiculous £10,000 per bottle.
Craig is valuing each unopened bottle of the drink for £6 in exchange for food and beverages at his stores in Stockton-on-Tees, Middlesbrough and Redcar in the North East.
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It means customers could pay for a Wagyu Cheeseburger with 95p and two bottles of the bevvie.
And the 'Dad Loves Food' blogger said that while he's getting his hands on a now-rare product, he plans to do competition giveaways.
He even thinks kids should be treating their parents to a meal in return for mums and dads who have tried to get hold of the product.
Dad-of-three Craig added: "It's obviously hit home with them because they're rushing to the aisles like Usian Bolt and clearing them in no time.
"I think I'll keep the stock in a vault in some secret location, and move it around in an armoured van."
Prime Hydration was launched earlier this year by YouTubers KSI and Logan Paul who boast billions of fans across the world.
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Brit KSI, 29, recently told The Fellas podcast the drink he made alongside American Logan Paul is "always sold out".
He chimed: "Honestly, people are selling it on the black market."
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