Fire Brands, Miami, announced its partnership with Playboy, one of the most recognizable brands in the world, to introduce a new line of flavorful energy drinks designed to inspire the next generation of energy drink consumers, it says.

PLAYBOY ENERGY DRINK is a better-for-you beverage featuring the iconic Playboy Rabbit Head branding and bold flavor profiles that cater to the lifestyle of Gen Z's tastemakers and dreamers, the company says. The beverage line is specifically positioned for the “next gen” energy drinker who seeks a brand that stands apart from what their parents drink, while embracing all consumers with its flavors and function, it adds.

Playboy Energy Drink delivers 200 mg of caffeine, vitamin B-complex and l-carnitine with just 30 calories for improved performance, enhanced mental and physical well-being and great taste, it notes.

“Playboy is an iconic symbol of fashion and pop culture,” said Lori Cowley, director of product development at Playboy, in a statement. “Playboy Energy pairs vibrant packaging with a performance blend made to inspire and energize the next generation of creators and tastemakers.”

Raz Inserra, director of marketing at Fire Brands, added, “We wanted Playboy Energy to be both functional and flavorful, fueling performance for work and play.”

Playboy Energy Drink is available in five flavors: Sexy Peaches (Peach Mango), Razz Bunny (Blue Raspberry), Lovely Melons (Watermelon), Naughty Berry (Wild Berry), and Tropic Passion (Pineapple). 

The product will launch this year in specialty, small and large format retailers, select hospitality and can be found online at Amazon.com