Playboy Spirits Launches Play Hard Vodka Seltzer

Sep. 21, 2023

Playboy Spirits, a joint venture between Spirits Investment Partners (SIP) and PLBY Group, announces the highly anticipated launch of PLAY HARD – a premium line of vodka seltzers. PLAY HARD Seltzers, Playboy Spirits' newest addition to their alcohol beverage portfolio, is a refreshing new entrant to the RTD category with a focus on unique flavors, natural ingredients, low calories and stand out packaging featuring iconic artwork by Andy Warhol. 

PLAY HARD marks Playboy Spirits' entry into the global ready-to-drink (RTD) market, connecting with Playboy's fashion-forward Gen Z and Millennial following, and opening the vault to its expansive collection of original art. The inaugural lineup debuts with Andy Warhol’s iconic "Bunny Head" pop-art painting from 1989, prominently featured on the 12-ounce slim cans with other notable artists set to be featured on subsequent releases. Crafted with gluten-free vodka, sparkling water and all-natural flavors, PLAY HARD is a standout product with a playful spirit. PLAY HARD seeks to fill the void in premium RTDs and invites consumers to indulge in life's pleasures. 

Marc Bushala, CEO of Playboy Spirits and SIP said:

"Playboy Spirits welcomes a new generation as we unveil the next chapter in hard seltzers with PLAY HARD—designed for those who seek great flavor, premium quality, and style. 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." 

 

Drawing inspiration from ground-breaking pop culture artists of the 20th Century, including Andy Warhol, Keith Haring and others that painted unique works for Playboy in the 1980’s, PLAY HARD elegantly combines the best-in-class product and packaging. Each 12oz slim can has only 3g of carbs, 110 calories, all-natural ingredients and 4.5% ABV. The inaugural release includes the exotic allure of Mango Dragon Fruit, the invigorating zest of Grapefruit Yuzu, the tropical delight of Pineapple Passion Fruit, and refined essence of Apple Prickly Pear. Each of the four flavors reflects PLAY HARD’s celebration of uniqueness, creativity and individuality. 

Devon Belter, Global Brand Director of PLAY HARD said:

"The launch of PLAY HARD is a beautiful intersection of art, culture and content. 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.”