Lisa Dergin, former Playboy Playmate and Fox Sports Net reporter, has been chosen to be the new St. Pauli Girl. She will become the brewer's next German barmaid and her image will be plastered all over the place from posters to print ads. She will also go on the ususual celebrity-based marketing tour.

As part of the tour, there will be an online sweepstakes with a chance to win a trip to the St. Pauli Girl photo shoot and a weekend in Las Vegas.

Starting next month, 500,000 posters will be distributed to retailers and 15,000 will be given away on the brewer's web site.

[via BrandWeek]