FDBusiness.com

Playboy Enterprises and Play Beverages have introduced Playboy Energy Drink to the UK. Successfully launched in the US in 2007, the brand is currently available in close to twenty territories worldwide, including including Australia, New Zealand, South Africa and across Eastern Europe.

Playboy Energy Drink boasts subtle notes of fruit and vanilla, and contains Ginseng root, Guarana extract and Damiana leaf, ingredients that are believed to stimulate energy levels. Playboy Energy Drink is available in two varieties, regular and sugar free, and each comes packaged in 250ml black cans, made distinctive by the famous Playboy rabbit head design and colours denoting regular (glowing orange) or sugar-free (glowing blue).

Initially the sales and marketing emphasis will be on the on-trade, especially high profile clubs and cocktail bars – in keeping with the brand’s premium positioning and the Playboy lifestyle proposition. Kelly Brook (pictured), the popular model and actress, has been appointed as UK brand ambassador.