trends

Liquid Lust - Libido in a can

Lyla Katz
It seems everywhere we go these days, there’s a new energy drink hitting the marketplace, promising to boost our energy and overall health with a plethora of vitamins and herbal supplements.

But the sexier side of this liquid lust is the boost it can give to the libido.

And the marketing of these drinks has paid off and companies are reaping the benefits. According to reports, the U.S. energy drink market continues growing to nearly eight million in sales per year.

By 2001, the U.S. energy drink market had grown to nearly eight million per year in retail sales. Over the next five years, it grew an average of over 50 percent per year, totaling over $3 billion in 2005.

Diet energy drinks are growing at nearly twice that rate within the category, as are 16-ounce sized energy drinks. The energy drink market became a $5.4 billion dollar market in 2007.

Energy drinks are typically attractive to young people. Approximately 65 percent of drinkers are between the ages of 13 and 35, with males being approximately 65 of the market.

A 2008 statewide patient poll conducted by the Pennsylvania Medical Society’s Institute for Good Medicine found that 20 percent of respondents ages 21–30 had used energy drinks in high school or college to stay awake longer to study or write a paper and 70 percent of respondents knew someone who had used an energy drink to stay awake longer to study or work. Energy drinks are also popular as drink mixers.

Major Wall Street firms predict the market will hit $10 billion this year. Big companies such as Pepsi, Coca-Cola and Molson tried to match smaller companies’ innovative and different approach, with marginal success.

But the big players aren’t the only ones who are getting a piece of the action. Several adult companies have tapped into the market and have come up with their own energy drinks that promise to give an additional boost below the belt.

Playboy Enterprises came out with regular and sugar free versions of its energy drink. The company is banking on its name and logo to lend credibility to the drink. The ingredients include ginseng, guarana extract (a fruit derived from a plant that contains about twice the caffeine found in coffee beans) taurine (an organic acid) caffeine, horny goat weed, damiana leaf extract and BVitamins.

So what do consumers think of Playboy’s energy drink?

A review posted on NeedCoffee.com by Widge stated, “It tastes like an orange version of every other energy drink. I must say that the arrangement of sugars has kept me from tasting the sucralose to excess, so I might actually be able to finish this. I have to say, though, it’s just not terribly impressive. While I imagine I’ll get some kind of a boost out of this just due to the ingredients list, it hasn’t happened yet. While it’s not offensive, it just doesn’t do anything for me taste-wise. And unless it’s a drink with wired-level buzz, then taste remains an issue. While I wouldn’t turn one down if I was desperate to stay awake, I wouldn’t bother seeking out that odd convenience store to buy another.”

Another post on EnergyDrinkRatings.com reads, “Instead of the typical medicinal aftertaste you get with Red Bull, you get a more pleasant, dare I say, bubble gum, aftertaste. The caffeine and other ingredients definitely makes for a worthwhile drink with plenty of energy.”

Vanessa said, “I tried the drink. It’s amazing. I could never get myself to drink an energy drink because of the nasty medicine aftertaste. Not with Playboy energy. It’s delicious and I will definitely buy it again!”

Nicole added, “Love this drink, I love the energy it gives me and the taste is great. I drink the sugar free and love it. I just wish I could find it in more places.”

We all know ExtenZe as the male enhancement pill, but now it comes in a drink form.

There’s ExtenZe Libido Shooter and ExtenZe Regular and Sugar Free, containing a mixture of various herbal supplements, including tribistol (believed to enhance production of testosterone), Korean ginseng and yohimbe.

BeaMonstar, the folks behind the drink, says it will give you more energy, enhance arousal, stimulate libido and temporarily enhance your size.

Coach Rick from Calif. said, “Bought a can at the liquor store. That night I had the biggest long lasting erection I’ve had in more than ten years. I’m 50 and really haven’t had erection problems… but WOW. It made an immediate difference.”

A student at a state college added, “Although this product is meant to be a sexual enhancer, it has the same ingredients as most energy drinks. The flavor is cherry. Kind of like punch. Energy is OK.”

Odoog of Connecticut said, “It’s good. It worked fast and it’s very reliable. It’s the best product at that price that’s sure to work.”

And last but not least is the Deep Throat Energy Drink, branded of course after the 1972 film and features Linda Lovelace on the can. The active ingredients are caffeine, taurine, and guarana.

One energy drinker says, “The little 8.4 ounce can is pretty cool. The taste is similar to Red Bull. It does however seem that there is more of a fruity aftertaste instead of the medicinal one that Red Bull provides. Overall, not too bad. Red Bull like taste without the crappy aftertaste.”

Another reviewer said, “Good taste, decent kick. While there was nothing extraordinary about the taste and kick of this drink, the shock value of drinking one of these instead of a Red Bull is probably worth it. $40 for a case of the drink is worth it. Give your guests a free Deep Throat at your next party instead of a Red Bull.”

Bruno from Ariz. said, “I had a huge party and had both Red Bull and Deep Throat, and let me tell you, everybody loved Deep Throat better than Red Bull for a mixer. I love Deep Throat and so did everyone at my party.”

Bobo said, “Deep Throat, I love it!”

James said, “I got a can of Deep Throat. It doesn’t have that bitter after taste. You can also make some fun mixed drinks with it. I think it’s a great idea.”

One thing’s for sure, if you add great branding, a dash of sex appeal, and a pinch of health benefits, along with the promise of a good time, consumers will buy it.

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