BARDSTOWN, Ky. — Playboy Enterprises is lending its Playmate branding to Heaven Hill’s Blackheart Rum for a limited edition 93-proof Blackheart Premium Spiced Rum.
The spirit's bottle is set to debut in the fall and have a limited run. It features a “sexy pirate pin-up girl” reimagined as a Playboy Playmate.
As past of the licensing deal, the label features a “Seduction in a Bottle” tagline and will be supported with ads including a full-page insertion in Playboy magazine, digital appearances on Playboy.com and Playboy social media, and event promotions including a Halloween party at Bar Fifty Three on the Sunset Strip in West Hollywood, California.
A series of Playboy.com videos with 2015 Playmate of the Year Dani Mathers will be released throughout the month of October.
The bottle will also have retail support in stores with a Blackheart Playboy Bunny display, bottleneck hanger and other materials.
“Playboy is excited to join forces with Blackheart, a best-in-class spirits partner, for the limited release of Blackheart Playboy Edition,” said Matt Nordby, Playboy Enterprises’ president of global licensing. “The specially curated rum epitomizes an edgy, bold lifestyle which is aligned with the Playboy brand heritage, and is designed to appeal to both current and new generations of rum drinkers.”
Blackheart Rum has reportedly been advertising with Playboy for more than two years in the magazine and on Playboy.com.
Hannah Venhoff, Blackheart brand manager added, “This is a unique twist on a great product that will play well with the core fans of both Playboy and Blackheart. We are excited by the opportunity to expand our partnership with Playboy and enhance our marketing efforts in a way that benefits both brands.”