Playboy Energy launches in the Uk

Play Beverages Holdings Ltd. has announced the UK launch of Playboy Energy Drink, an invigorating formula with a premium positioning that was first launched in the United States in 2007 and is currently available in close to 20 other countries worldwide, including Australia, New Zealand, South Africa and across Eastern Europe.

“This product provides consumers with a taste of the exhilaration that has long been associated with the Playboy lifestyle,” said Sarah Haney, Senior Vice President, global licensing, Playboy Enterprises, Inc. “We’re pleased that Playboy Energy Drink will now be available in the United Kingdom and are confident that it will enjoy the same success with consumers, retailers and the beverage distribution community that it has seen in markets around the world.”

Playboy Energy Drink’s official UK VIP launch event took place at London’s Funky Buddha nightclub on Thursday 18th November, with newly appointed Playboy Energy Drink UK Ambassador Kelly Brook. The popular model and actress hosted proceedings along with Hope Dworaczyk, Playboy’s 2010 Playmate of the Year. Located in London’s swanky Mayfair district, Funky Buddha has achieved considerable acclaim as one of the city’s premiere celebrity/VIP nightlife destinations for the past nine years. Funky Buddha also bears the distinction of being the first nightclub in London to carry and sell Playboy Energy Drink, and the famous nightclub is under exclusive contract. Other high profile London clubs have also listed the new energy drink including the Sky Bar, Moulton House and the Polo Bar.

Simon Lewis, Brand Spokesman added, “Playboy Energy Drink is a new premium offering for an ever expanding category. The iconic brand identity is extremely strong and instantly recognisable. All our feedback tells us that we have a great tasting product that is ‘Energy and More’.”

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 an 250ml. black cans, made distinctive by the famous Playboy Rabbit Head Design and colours denoting regular (glowing orange) or sugar-free (glowing blue).

EW Retail Packers

david.griffin@ewretailpackers.co.uk

Paul.Marrington@premium-packaging.co.uk

www.playboyenergydrink.co.uk