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Playboy launches vodka RTD

Following a US$13 million funding round to grow its alcohol beverage offering, Playboy has released new vodka-based seltzer Play Hard.

A ready-to-drink, low-calorie line of canned seltzers sporting the Playboy brand’s eponymous bunny logo has launched in Miami and Orlando, with plans to expand its distribution to further markets throughout 2024.

The Play Hard vodka RTD is a joint venture between Playboy Spirits, formed in 2022, and Spirits Investment Partners (SIP), a Chicago-based alcohol brand development company.

The two firms announced their partnership in January 2023, with Playboy’s parent company the PLBY Group revealing it had secured more than US$13 million in funding to accelerate its growth in the alcohol beverage category.

“Playboy Spirits welcomes a new generation as we unveil the next chapter in hard seltzers with Play Hard — designed for those who seek great flavour, premium quality, and style,” said Marc Bushala, CEO of Playboy Spirits and SIP.

Bushala added that the new seltzer-range captures Playboy’s legacy “as a bon vivant lifestyle brand”.

The drink is currently available in four flavours: Mango dragon fruit, grapefruit yuzu, apple prickly pear and pineapple passion fruit.

According to the brand each 12oz can contains 110 calories, 3 grams of carbs and is 4.5% ABV. Playboy has revealed it is targeting a “fashion-forward Gen Z and Millennial following” with the release.

In December 2021, US rapper Cardi B became Playboy’s first creative director in residence. The music artist also has her own Whipshots line of vodka-infused whipped cream. In March this year she revealed that more than 2 million Whipshots cans had been sold.

“Boozy and beautiful since day one, and two million cans later, there is no slowing us down. Let’s keep this party going!” Cardi B said in a statement.

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