Shaquille O’Neal launches new vodka

Former NBA star Shaquille O’Neal has become the latest celebrity to jump on the wagon and launch his own brand of drink.

The former LA Lakers and Miami Heat star has announced plans to partner with Philadelphia-based Devotion Spirits to launch his own brand of vodka.

The new vodka, which is due to be released in April 2013, will be called, “Luv Shaq”.

Luv Shaq will be sugar and gluten-free and will be coconut flavoured, as with other drinks from Devotion, it will be positioned towards “image-conscious men and women who live active lifestyles,” according to Devotion CEO Drew Adelman.

Devotion currently produces a vodka which is infused with Casein, a protein that can help bodybuilders with their muscle mass.

Devotion’s aim is for Luv Shaq to compete with Diageo’s Ciroc vodka, which has a tie-in with hip-hop star Sean Coombes. Devotion said they hope the vodka, which will be packaged in a bottle featuring an image of O’Neal with giant wings, will have a more accessible price point than Ciroc, which is claimed to be Prince Harry’s favourite drinki.

O’Neal is the latest in a long line of sportstars to put his name to a drink.