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Playboy launches new energy drink

Feb. 20, 2008 at 5:16 PM

CHICAGO, Feb. 20 (UPI) -- Playboy Enterprises Inc. has taken the wraps off a new energy drink, which it hopes will find a niche in the $3 billion a year energy drink market.

"Playboy Energy was created to give consumers a taste of the lifestyle that has always been associated with the Playboy brand," said the company's vice president of licensing, Sarah Haney, Crain's Chicago Business reported.

Playboy Energy Drink, featuring the outline of the trademark bow tie wearing Playboy bunny on the can, will be produced and distributed by Play Beverages LLC and CirTran Beverage Corp.

The drink features ginseng and guarana extract, the report said.

Industry analysts said growth in energy drink sales is projected to decline to 20 percent in 2008, from 30 percent in 2007. But energy drinks have a profit margin of 50 percent or more, Michael Bellas of Beverage Marketing Corp. said.

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