LOS ANGELES: Products with celebrity ties are not unusual, but a new energy drink might be the first to try riding the success of a religion.
Kabbalah Energy Drink is the brainchild of beverage industry veteran Darin Ezra and is relying on the hip factor of the trendy Jewish mystical practice. Madonna, Ashton Kutcher, and Demi Moore are among Kabbalah?s followers.
Ezra says the concept for the beverage came when he was approached by someone who wanted to purchase Kabbalah Water, blessed by a rabbi, that is put out by Kabbalah Centre International.
?We spoke to a few people about it and thought, ?What about a Kabbalah energy drink??? he said. ?The Kabbalah brand carries a lot of weight with celebrities, and [it would] get immediate press attention.?
After running focus groups, Ezra launched the beverage earlier this year in LA. The brand is now in the middle of an international expansion, and has gained attention from outlets such as MTV, VH1, and Us Weekly.
The drink is produced by 7-Up and Ezra?s California-based Powerbrands. And although Ezra declined to comment on whether any celebrities are actually involved with the product, he hasn?t shied from using them in its marketing.
A recent press release touted that, ?celebrities Madonna, Guy Ritchie, Ashton Kutcher, and Demi Moore ? all practicing Kabbalists ? are all drinking Kabbalah Energy Drink!??
And now Ezra said his company is in talks with Paris Hilton to help promote the citrus flavored beverage, ?especially after that hamburger commercial,? he said.