New energy drink aims to fill hole in the market

A new drink that will "ignite your libido" is being launched in the UK.

Energy 69, which has been a huge success in the US, will be marketed using "page three" models and suggestions that drinking it will lead to increased sexual performance.

The brand will be promoted to pubs and bars as a standalone drink and as a mixer.

William Alexander, managing director of Brands Unlimited, which is distributing the product in the UK, said: "We feel there is a gap in the market as it is not fizzy and it tastes great, unlike other energy drinks out there. "It has been developed in the US for the last six years and it has gone mad over there. We launched it at the Bar Show and there was huge interest."

There is concern, however, at the way the product will be marketed in UK. While linking consumption of soft drinks and sexual success breaks no industry code, there may be problems because the brand will be sold in pubs as a mixer with alcohol.

Rob Hayward, chief executive of the British Beer & Pub Association, said: "We feel that any product sold in pubs should be promoted sensibly."

Alcoholic brands are no longer able to link drinking and sexual success under the code of practice drawn up by industry watchdog The Portman Group.

However, Mr Alexander believes his product is good enough to overcome any such problems.

"It is a quality product. I have been told that Yates Group is interested in stocking it and I have had a meeting with the purchasing manager from Fuller's.

"The only concerns people have with Energy 69 are not about our marketing but where it sits in the market compared with Red Bull."