Los Angeles, CA, February 19, 2008Playboy and Play Beverages LLC are thrilled to announce the launch of the ultra-sexy, incredibly invigorating Playboy Energy Drink.  With subtle notes of fruit and vanilla, this proprietary formula contains ginseng root, guarana extract and damiana leaf, ingredients that are believed to stimulate energy levels.  Available in two varieties, regular and sugar-free, Playboy Energy is now available in the Boston area and will roll out to Miami, Las Vegas and Los Angeles this March. 

“Playboy Energy was created to give consumers a taste of the lifestyle that has always been associated with the Playboy brand,” says Sarah Haney, vice president, licensing, Playboy Enterprises, Inc.  Already creating buzz in Hollywood, pre-launch cans were on-hand at exclusive events around town.  Celebrities were spotted drinking the not-yet-available beverage at summer soirees including the Polaroid Beach House in Malibu.

“The functional beverage category continues to expand at light speed, and we’ve seen many players both large and small emerge with new brands,” says Robert Nistico, president of Play Beverages LLC.  “The Playboy Rabbit Head Icon is among the most recognized brand icons globally and affords us instant recognition and credibility in this dynamic category – all of which will ultimately translate to trial and repeat purchases.”

Playboy Energy Drink was introduced to college campuses earlier this year through a promotional bus tour in Southeast markets, among them: Columbia, South Carolina; Jacksonville and Tallahassee, Florida; Athens, Georgia; New Orleans and Baton Rouge, Louisiana; Nashville, Tennessee; Tuscaloosa, Alabama; Louisville, Kentucky; Dallas, Houston and Austin, Texas.  

Playboy Energy Drink is packaged in an 8.4 oz. black can, made distinctive by the famous Playboy Rabbit Head Design and colors denoting regular (glowing orange) or sugar-free (glowing blue).  Suggested retail price is $1.99 for an individual serving, with multi-packs and a 16-oz. serving size on the horizon.