Playboy Spirits Breaks into the Ready-to-Drink Cocktail Scene with Play Hard

Playboy Spirits announces the release of PLAY HARD, a premium line of vodka seltzers. Image source: PR Newswire

Playboy used to be synonymous with naked celebrities and raunchy articles. Now, the iconic male lifestyle brand is so much more. The brand has expanded into clothing and even home goods. It’s a brand synonymous with having a good time and celebrating party culture. In that light, Playboy has once again pushed the boundaries of its legacy with an exciting new venture into the beverage market. Playboy Spirits, formed by a partnership between Spirits Investment Partners (SIP) and PLBY Group, has just launched “Play Hard.” Play Hard is a premium line of vodka seltzers that are shaking up the ready-to-drink (RTD) market.

“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,” said Marc Bushala, CEO of Playboy Spirits and SIP, in a press release. “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.”

Crafted for the Discerning Palate

Playboy Spirits crafts Play Hard with gluten-free vodka, sparkling water, and all-natural flavors. The initial lineup features four unique flavors: Mango Dragon Fruit, Grapefruit Yuzu, Pineapple Passion Fruit, and Apple Prickly Pear. Each 12-ounce slim can contains only 3 grams of carbs, 110 calories, and 4.5% alcohol by volume (ABV). This carefully crafted selection ensures that consumers can indulge in life’s pleasures without compromising their taste or their calorie counter. These drinks come with distinctive packaging featuring the iconic artwork of none other than the legendary Andy Warhol. Playboy is strategically targeting the Gen Z and Millennial demographic, leveraging its timeless appeal and artistic depth.

Everything We Know

The introduction of Play Hard by Playboy Spirits is a significant leap for the brand as it ventures into the competitive world of RTD cocktails. With its commitment to quality, style, and artistry, Play Hard is poised to captivate the taste buds and imaginations of a new generation of consumers, all while paying tribute to the cultural icons that continue to shape our world. Play Hard made its debut in select retailers in Miami and Orlando in September. The brand plans further expansion throughout 2024. These RTDs will also be available online in September. Consumers eager to explore the world of Play Hard can find more information on the official website. Keep an eye out for Play Hard, as it promises to be a premium and artistic addition to the RTD market.

Want to find your perfect hard seltzer or canned cocktail? Try our new Seltzer Finder! You can search by flavor, ABV, carbs, and more to discover your ideal beverage.