Playboy Beverages, the drinks arm of the men’s magazine Playboy brand, has launched its energy drink into the UK market following success in the US — where it was launched in 2007 — Australia, New Zealand and South Africa.
The drink is made with ginseng root, guarana extract and Damiana leaf to boost energy levels and is said to have subtle notes of fruit and vanilla.
It will come in 250ml cans, featuring the Playboy bunny icon, in both regular and sugar-free variants.
“We’re pleased that Playboy Energy Drink will now be available in the UK and are confident it will enjoy the same success with consumers and retailers that it has seen in other markets around the world,” said Sarah Haney, senior vicepresident of global licensing at Playboy Enterprises.
The drink was launched before Christmas by Playboy Playmate of the Year Hope Dworaczyk and Kelly Brook, who has been signed up as the drink’s UK ambassador.