PLBY Group Enters Spirits Sector With Rare Hare Label

LOS ANGELES—Playboy throws its hat into the spirits ring with the creation of Playboy Spirits, a joint venture between PLBY Group, Inc. and Spirit Investment Partners (SIP), which plans to offer a portfolio of ultra-premium spirits under the brand name Rare Hare in select markets beginning with the U.S., Europe and Asia Pacific.

The official inaugural offering from Rare Hare is 1953 bourbon, a 17-year aged Kentucky whiskey named after the year Playboy was founded. Finished in XXO Cognac casks from the Champagne region of France, Rare Hare 1953 is imbued with subtle notes of Grande Champagne and Fine Champagne grapes with hints of candied fruit and spices. Bottled at 111 proof and packaged in a commemorative box, only 1,953 bottles will be released for the U.S. market launch, with the same number released in Asia and Europe. 

Playboy Spirits first teased its entry into the market in late 2021 with the limited release of Rare Hare Añejo Conejo, an ultra-premium extra añejo tequila in collaboration with Código 1530.

“Playboy is excited to enter into the $500 billion-plus global spirits category in collaboration with SIP and artisan distillers from around the world,” said PLBY Group President of Strategic Partnerships Jared Dougherty. “We are curating a truly exceptional collection of rare and unique spirits. Each product is produced with extraordinary craftsmanship and sophistication, from the beautiful bottle to the spirits inside.”

Added SIP chief executive officer Marc Bushala, “Passion and sophistication are the foundation of the Rare Hare brand and our spirits collection. The 1953 Anniversary Edition is an incredible bourbon unlike any other and worthy of being the inaugural whiskey release for Rare Hare.”

Each bottle of 1953 is individually numbered and comes in a sleek custom box equipped with near-field communication (NFC) technology. The NFC chip will give inaugural owners access to the Rare Hare Society, which will offer exclusive luxury travel experiences, intimate events, private barrel releases and more.

Rare Hare 1953 is available for purchase at a suggested retail price of $589.

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