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Playboy evolves beyond its magazine roots, launching a vodka seltzer line, "Play Hard." Available in supermarkets, the drink targets younger consumers with unique flavors and a modern, bold approach.
According to Fox Business, introducing this new alcoholic beverage has expanded Playboy's lifestyle offerings. It was said that the male-oriented brand created this new RTD product line with Gen Z and millennials in mind.
Under its Playboy Spirits LLC unit, the PLBY Group released its Play Hard vodka seltzer. The alcohol-infused RTDs are initially dropping in supermarkets and retail stores in four flavors - apple prickly pear, mango dragon fruit, pineapple passion fruit, and grapefruit yuzu.
The Play Hard brand was mentioned as a joint venture formed by Playboy Spirits and Spirits Investment Partners (SIP) in 2022. They announced their partnership earlier this year after the PLBY Group revealed its $13 million investment to speed up the growth of its alcohol beverage business.
At any rate, the new vodka seltzer beverages are available in 12-ounce slim cans. It has 4.5% Alcohol by Volume (ABV), 110 calories, and just 3 grams of carbohydrates. Playboy said the drinks are made with all-natural ingredients. Customers can expect the four flavors to be unique; every sip is full of zest.
"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," Playboy Spirits and SIP chief executive officer Marc Bushala, said 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."
Devon Belter, Play Hard's global brand director, added, "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."
Photo by: Playboy Press Release
