Playboy Energy Drink Coming to Middle East

SALT LAKE CITY — Playboy Enterprise’s mission to expand its brand overseas and domestically is moving forward, as more licensees of the famous adult entertainment brand find new markets to exploit.

One of those companies is Salt Lake City-based CirTran Corp., which makes sells Playboy-branded energy drinks in North America, Albania, Bulgaria, Croatia, the Czech Republic, Hungary, Poland, Romania, Serbia, Slovakia, Slovenia and Turkey.

CirTran has partnered with Play Beverages LLC, which owns the license for Playboy-branded energy drinks, to manufacture, market and distribute the drink. The deal began earlier this year.

On Thursday, the contract-manufacturing company said it would expand even further by entering the Middle East with an agreement in Lebanon.

“Now CirTran is continuing to grow distribution according to plan by taking the great new Playboy-branded energy drinks into the Middle East," CirTran CEO Iehab J. Hawatmeh said. “What we started in Florida and California a year ago has now taken root, and our new Playboy product line is growing around the world.”

The 8.4 fluid-ounce Playboy Energy Drink offers subtle notes of fruit and vanilla. The proprietary formula contains Ginseng Root, Guarana Extract and Damiana Leaf, ingredients that are believed to stimulate energy levels. It is available in two varieties, regular and sugar-free.

The energy drink market has seen big increases as of late. Nutrition Business Journals says that the U.S. energy drink market was about $560 million in 2008.