CHICAGO — Playboy Spirits, a joint venture between Spirits Investment Partners (SIP) and PLBY Group, has debuted its new premium line of vodka seltzers, Play Hard.
Play Hard is a ready-to-drink beverage with a focus on “unique flavors, natural ingredients, low calories and standout packaging featuring iconic artwork by Andy Warhol,” a rep explained.
The new product aims to “connect with Playboy's fashion-forward Gen Z and millennial following,” including by “opening the vault to its expansive collection of original art,” the rep continued.
The inaugural lineup debuts with Andy Warhol's 1989 pop art painting "Bunny Head," prominently featured on the 12-ounce slim cans, with other notable artists set to be featured on subsequent releases.
Play Hard is crafted with gluten-free vodka, sparkling water and all-natural flavors, including Mango Dragon Fruit, Grapefruit Yuzu, Pineapple Passion Fruit and Apple Prickly Pear.
Playboy Spirits and SIP CEO Marc Bushala said that Play Hard seltzers “capture Playboy's legacy as a bon vivant lifestyle brand and modern spirit, inviting everyone to express themselves, live boldly and enjoy themselves.”
Devon Belter, global brand director of Play Hard, added, "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 will be offered in select Miami and Orlando retailers this month, with plans to expand into additional markets throughout 2024.
For more information, visit PlayHardSeltzer.com.
