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*Playboy and Play Beverages LLC have announced the launch of the ultra-sexy, invigorating Playboy Energy Drink. With subtle notes of fruit and vanilla, it 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 in March.

“Playboy Energy was created to give consumers a taste of the lifestyle that has always been associated with the Playboy brand,” said Sarah Haney, Vice President – Licensing, Playboy Enterprises Inc. Already creating buzz in Hollywood, prelaunch 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,” said Play Beverages President, Robert Nistico. “The Playboy Rabbit Head Icon is among the most recognised 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 is packaged in an 8.4oz black can, made distinctive by the famous Playboy Rabbit Head Design and colours denoting regular (glowing orange) or sugar-free (glowing blue).