Playboy Spirits, a collaborative effort between Spirits Investment Partners (SIP) and PLBY Group, is excited to introduce PLAY HARD, a premium line of vodka seltzers. PLAY HARD Seltzers, the latest addition to Playboy Spirits' alcoholic beverage range, is a fresh entrant in the Ready-to-Drink (RTD) category, offering unique flavors, natural ingredients, low calorie content, and eye-catching packaging featuring iconic artwork by Andy Warhol.
This marks Playboy Spirits' debut in the global RTD market, catering to the fashion-forward Gen Z and Millennial audience loyal to Playboy and showcasing the brand's extensive collection of original art. The debut lineup proudly features Andy Warhol's iconic "Bunny Head" pop-art painting from 1989, prominently displayed on the 12-ounce slim cans, with other renowned artists scheduled for subsequent releases. Made with gluten-free vodka, sparkling water, and all-natural flavors, PLAY HARD is a distinctive product with a fun-loving vibe, aiming to fill the premium RTD gap and encourage consumers to savor life's pleasures.
Marc Bushala, CEO of Playboy Spirits and SIP, expressed the brand's enthusiasm for welcoming a new generation with PLAY HARD. He stated, "PLAY HARD seltzers captures Playboy's legacy as a bon vivant lifestyle brand and modern spirit, inviting everyone to express themselves, live boldly and enjoy themselves. PLAY HARD celebrates self-expression and a nod to those who like to play hard and have fun."
Taking inspiration from groundbreaking pop culture artists of the 20th Century, such as Andy Warhol, Keith Haring, and others who created unique works for Playboy in the 1980s, PLAY HARD seamlessly combines top-quality products and packaging. Each 12oz slim can boasts a mere 3g of carbs, 110 calories, all-natural ingredients, and a 4.5% ABV. The initial release includes four flavors: Mango Dragon Fruit, Grapefruit Yuzu, Pineapple Passion Fruit, and Apple Prickly Pear, each reflecting PLAY HARD's celebration of individuality, creativity, and distinctiveness.
Devon Belter, Global Brand Director of PLAY HARD, emphasized the artistic and cultural significance of the PLAY HARD launch, noting, "Incorporating Andy Warhol's artwork into the PLAY HARD packaging not only pays homage to a cultural icon but also confirms Playboy's legacy of artistic depth, historical significance, and contemporary relevance."
PLAY HARD is set to hit select retailers in Miami and Orlando in September, with plans to expand to additional markets throughout 2024. It will also be available for online purchase at www.playhardseltzer.com starting in September.
