Crain’s — Playboy Enterprises Inc. has energized its rabbit-head logo.

The Chicago-based entertainment company has rolled out its Playboy Energy Drink in Boston, with distribution to Miami, Las Vegas and Los Angeles to follow next month.

Chicago consumers, however, will have to wait until the second half of the year to find the energy drink on retailers’ shelves.

“We are taking a strategic distribution approach,” said Sarah Haney, vice-president of licensing for Playboy Enterprises. “We will have nationwide coverage by the end of the year.”

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Sponsored by While Playboy has had its name on chocolates and mints, the branded energy drink is the company’s first foray into the beverage market. Ms. Haney said it was “a natural fit.”

“Playboy is really about delivering a lifestyle to its customer and part of that image is fun and parties and energy drinks capture that (image),” she said.

Play Beverages LLC and CirTran Beverage Corp. are producing and distributing Playboy Energy Drink, in both regular and sugar-free versions, under a licensing agreement with Playboy Enterprises.

In breaking into the $3-billion-a-year energy-drink market, Playboy is banking on its name and logo to lend credibility to the drink, which features ginseng and guarana extract.

There is, however, plenty of competition in a slowing market.

Energy-drink sales are expected to grow 20% year-on-year in 2008, down from growth of 30% last year, said Michael Bellas, CEO of Beverage Marketing Corp. in New York.

But Mr. Bellas said energy drinks generate a gross profit margin of 50% or more and Playboy could have a hit on its hands if it can generate buzz and the sales volume that comes with it.

“You have to be unique and different, and they are,” he said. “They are Playboy.”