Loaded unveils own-branded aphrodisiac shot

Men’s magazine Loaded is to launch its own branded energy shot drink, in a bid to boost its brand presence.

The IPC owned magazine is launching a stamina shot, which it says it contains ingredients to help boost sexual performance. The shot drink has been created by Podium Brands.

The product will be available in a 60ml bottle. Loaded says “it has been launched at a time when new research shows that energy drink consumers are making a switch from standard sized energy drinks to energy shots and are keen to explore functional benefits other than pure energy.”

A study by Podium Brands amongst 3,000 adults shows there is huge demand for this product. It found that almost 70% of male respondents confirmed they would drink an energy shot if it could boost their sexual performance

The product will receive a multi-million pound advertising push from November, across a range of media including ads in relevant IPC titles and web sites. Consumers will receive special offers and invitations to “Loaded on tour’ events via IPC’s reader database.

James Thrower, Loaded associate publisher, says: “This is a fantastic brand extension for Loaded. We’re the brand that invigorated men’s publishing and the Loaded Stamina Shot is a pioneer in the energy drink category.”

SHS sales and marketing have been appointed as sales and distribution partner.

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