A new line of ready-to-drink vodka seltzers could test how well the Playboy brand can thrill young consumers.
Play Hard comes from Playboy Spirits, a joint venture formed in early 2022 between the beverage company Spirits Investment Partners (SIP) and PLBY Group, which controls the Playboy brand. The vodka seltzers come in four flavors and in packages featuring Andy Warhol’s bunny art created for Playboy in 1985. It marks the fourth booze offering from Playboy Spirits, which already sells tequila, whiskey and cognac under the ultra-premium Rare Hare moniker.
They arrive more than three years after Playboy last published a magazine; Playboy has since relaunched as an OnlyFans-like creator platform, a licensor, and as a lifestyle brand it says stands for individuality, self-expression and playfulness. Its one-time slogan—“entertainment for men”—has changed with the times to “pleasure for all.”