The claws are out over a new energy drink just arrived in Queensland called Pussy.

As distributors plan to saturate the state's shops with the product, a furore is already stirring about the double meaning in the name and its placement alongside other soft drinks in family stores.

The drink, backed by Richard Branson's children Sam and Holly, is the centre of some overtly provocative advertising, with photos of naked women with fully clothed men in suggestive sex poses.

Wavell Heights mother-of-three Jacqui Nixon recently complained to the owner of a Brisbane fish and chip shop when her eight-year-old daughter commented on the name of the drink in front of customers in the store.

"It was embarrassing. It is not something I expect to deal with when out with my kids," Ms Nixon said.

And she said a marketing poster on the counter for the drink which had the slogan "The drink's pure. It's your mind that's the problem", just added insult to injury.

"Seriously, I don't think it's my mind that is the problem," Ms Nixon said.

"I have no issue with it being sold to adults in adult venues but of course the name opens up all kind of smutty innuendo.

"I believe the name of this product is against our moral standards and is exploitative.

"I immediately left the store and contacted Collective Shout, a group that petitions against sexploitation, and then I complained to the Advertising Standards Board."

Collective Shout co-founder Melinda Tankard Reist told The Sunday Mail that the group was discussing a boycott, not only of the product, but also any stockists.

"The Pussy energy drink is another example of the mainstreaming of porn-inspired themes," she said.

"It encourages teen boys to say, 'I'm going to get some Pussy', or 'I could really use some Pussy', so a woman's body is consumed by a man."

Russell Dymond of Liquid NRG, the Brisbane distributor of Pussy, told The Sunday Mail the name was not smutty.

"It's a brand with a unique name, just as Richard Branson's Virgin brand created a stir when it was first introduced but now is a word that is on everyone's lips," Mr Dymond said. "As the slogan suggests, it depends what your mind makes of the name."

Source: Couriermail.com.au