If you are an art lover and a vodka drinker, this is your jam. Playboy Spirits has announced the highly anticipated release of Play Hard, a premium line of vodka seltzers.
Play Hard is a refreshing entrant into the Ready-to-Drink (RTD) category, boasting unique flavors, natural ingredients, low-calorie counts, and distinctive packaging featuring iconic artwork by Andy Warhol.
This launch marks Playboy Spirits’ foray into the global RTD market, aimed at connecting with a fashion-forward audience of Gen Z and Millennials who follow Playboy. The brand’s extensive collection of original art will be featured on the packaging, with the inaugural lineup showcasing Andy Warhol’s renowned “Bunny Head” pop-art painting from 1989.
Other notable artists will be featured on subsequent releases. The vodka seltzer is crafted with gluten-free vodka, sparkling water, and all-natural flavors, offering a playful and premium product that fills a void in the premium RTD category.
Marc Bushala, CEO of Playboy Spirits and SIP, expressed excitement about the launch, stating, “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. Play Hard seltzers capture 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 influential pop culture artists of the 20th century, including Andy Warhol and Keith Haring, Play Hard combines exceptional product quality with eye-catching packaging. Each 12oz slim can contains only 3g of carbs, 110 calories, all-natural ingredients, and 4.5% ABV.
The initial release includes four unique flavors: Mango Dragon Fruit, Grapefruit Yuzu, Pineapple Passion Fruit, and Apple Prickly Pear, each reflecting Play Hard’s celebration of uniqueness, creativity, and individuality. Look below:
Devon Belter, Global Brand Director, highlighted the significance of incorporating Andy Warhol’s artwork into the packaging, stating, “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.”
The vodka seltzers are set to make a splash in the RTD market, offering consumers a premium and artistic beverage experience.
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