Lad mag creates 'sex shot'

Men's magazine Loaded has entered the drinks market with a new energy shot which it promises is also a sexual stimulant.

The magazine's publisher, IPC Media, has joined forces with Scottish company Podium Brands, which specialises in nutraceuticals — food and drink products that provide health and medical benefits — to develop the Loaded Stamina Shot.

"We identified that the highest proportion of energy shot drinkers are young men having a good time and not taking life too seriously and the Loaded brand fits seamlessly with this," said Podium Brands founder Glyn Partridge. "We have already been inundated with enquiries from pubs, bars and clubs that want to be first to offer Loaded Stamina Shots."

The non-alcoholic shots come in 60ml single-serve bottles and contain amino acids, herbal extracts, vitamins and stimulants. They do not contain sugar and the producer claims each shot delivers as much of an energy boost as a standard-sized can.

SHS Sales & Marketing has been appointed sales and distribution partner.

A multi-million pound advertising campaign is planned for November to promote the launch of the brand and Loaded cover girl India Reynolds has also been drafted in to help.

She stars on the packaging and will be appearing at events across the UK.

"The shot works on girls as well," she said.

James Thrower, associate publisher of Loaded, said: "This is a fantastic brand extension for Loaded.

"We are the brand that invigorated men's publishing and the Loaded Stamina Shot is a pioneer in the energy drinks category."