Playboy Just Entered This Crowded Alcoholic Beverage Market
Another big-name brand is entering the hard seltzer market, and this time it's an unexpected one: Playboy. The company is partnering with Spirits Investment Partners for a new line of hard seltzers called Play Hard.
Featuring the iconic Playboy bunny head images by Andy Warhol, the ready-to-drink beverages come in four flavors and are 4.5 percent alcohol by volume. The flavors are as follows:
- Mango Dragon Fruit
- Grapefruit Yuzu
- Pineapple Passion Fruit
- Apple Prickly Pear
“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 in a press statement. “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."
Playboy enters a crowded product space that's recently seen entries from well-known non-alcoholic brands like Arizona, Sunny D, Simply, and more.
The seltzers are currently available at select retailers in the Miami and Orlando areas, with plans to expand to more markets throughout 2024. They can also be purchased online here.