Hansen Beverage Company has signed a deal to produce an energy drink in the US using the branding of the surf company Lost International.

The drink will be called Lost Energy, and will be produced and distributed by Hensen. 

"Hansen's alliance with Lost was a strategic move that instantly put us on the radar of the sceptical, hard-to-reach, Gen-X beverage consumer," Rodney C. Sacks, Hansen's chairman and chief executive officer, said.

The drink is has already launched in Southern California, the initial test market and the company is now moving ahead with plans for a national rollout.

Mark Hall, Hansen's senior vice president, who heads up the new Lost Beverage Company, explained: "We see tremendous opportunity to leverage the equity in the Lost brand. Hansen's already has an extensive national distribution network into which we can plug the Lost Energy brand."