Playboy Spirits Launches Play Hard Vodka Seltzer

CHICAGO—Playboy Spirits, a joint venture between Spirits Investment Partners (SIP) and PLBY Group, has announced the launch of Play Hard—a premium line of vodka seltzers. Play Hard Seltzers focuses on unique flavors, natural ingredients, low calories and packaging featuring artwork by Andy Warhol.

Play Hard marks Playboy Spirits' entry into the global ready-to-drink (RTD) market, connecting with Playboy's Gen Z and Millennial following, and opening the vault to its expansive collection of original art. The inaugural lineup debuts with Andy Warhol's "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 described as a "standout product with a playful spirit."

"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. "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 pop culture artists of the 20th century, including Andy Warhol, Keith Haring and others who painted unique works for Playboy in the 1980s, Play Hard combines the best-in-class product and packaging. Each 12oz slim can has 3g of carbs, 110 calories, all-natural ingredients and 4.5 percent ABV. The inaugural release includes flavors such as Mango Dragon Fruit, Grapefruit Yuzu, Pineapple Passion Fruit and Apple Prickly Pear. 

"The launch of Play Hard is a beautiful intersection of art, culture and content," said Devon Belter, global brand director of Play Hard. "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 retailers in Miami and Orlando in September, with plans to expand into additional markets throughout 2024. Play Hard will be available online at playhardseltzer.com starting in September. To learn more about where to purchase Play Hard Vodka Seltzer, visit playhardseltzer.com.