Prime Drink Group Corp. (CSE: PRME) announced on February 27, 2026 that Germain Turpin will serve as interim President and Chief Executive Officer, succeeding Alexandre Côté. Turpin brings more than two decades of experience in Quebec’s water industry and previously owned two water assets that are now part of the company’s portfolio.
Côté will step down on February 28, 2026, but will remain on the Board of Directors and continue to oversee special projects, ensuring continuity during the transition.
Prime Drink Group’s financial performance has been under pressure. The company reported a net loss of CAD 0.302 million for the third quarter ended September 30, 2024, and a net loss of CAD 3.86 million for the full year ended December 31, 2024, on sales of CAD 1.17 million. These losses highlight the company’s ongoing struggle to achieve profitability.
Market reaction to the leadership change has been negative. As of February 27, 2026, the stock was trading at $0.04, down from $0.08 the previous day. Analyst consensus is overwhelmingly “Strong Sell,” with a price target of $0.05, reflecting concerns about the company’s persistent unprofitability and weak financial position.
The appointment of Turpin signals a strategic focus on optimizing the company’s water assets, a core strength that may help improve margins and reduce losses. However, the company’s negative equity and continued net losses suggest that the transition will need to be accompanied by significant operational and financial improvements to restore investor confidence.
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