**Playboy Launches New Line of Vodka Seltzers**

Playboy, the well-known male-oriented lifestyle and entertainment brand, is branching out and expanding its product offerings. The Illinois-based company recently announced its foray into the alcoholic beverage industry with the launch of a new line of canned vodka seltzers called Play Hard.

The ready-to-drink Play Hard line features four vibrant flavors: mango dragon fruit, grapefruit yuzu, apple prickly pear, and pineapple passion fruit. This exciting expansion is a joint venture between Playboy Spirits, a division of the PLBY Group, and Spirits Investment Partners (SIP), a Chicago-based alcohol brand development company.

This collaboration between Playboy Spirits and SIP was first revealed in January when the PLBY Group secured over $13 million in funding. The goal of this investment was to accelerate growth in the alcohol beverage category and pave the way for exciting ventures like Play Hard.

Marc Bushala, CEO of Playboy Spirits and SIP, expressed the brand’s enthusiasm for this new venture, 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.” He further added that Play Hard captures Playboy’s legacy as a bon vivant lifestyle brand, inviting everyone to express themselves, live boldly, and enjoy life to the fullest.

In line with the growing trend of healthier beverage options, Play Hard vodka seltzers are formulated to be low in calories. Each 12-ounce can contains just 110 calories, 3 grams of carbs, and 4.5% alcohol by volume (ABV). This places it in the same league as other popular hard seltzer brands such as High Noon Hard Seltzer (4.5% ABV) and Truly Vodka Soda (5% ABV).

Playboy Spirits has also paid homage to its iconic logo by branding the Play Hard seltzer cans and packaging with a “Bunny Head” logo, reminiscent of Andy Warhol’s famous 1989 pop-art painting. This connection to Playboy’s history and artistry adds an extra layer of allure to these refreshing beverages.

Marked as Playboy Spirits’ entry into the global ready-to-drink (RTD) market, Play Hard aims to connect with Playboy’s fashion-forward Gen Z and Millennial audience while showcasing its expansive collection of original art. Initially launching in Miami and Orlando in September, the brand plans to expand its presence to other markets throughout 2024.

For those unable to find Play Hard seltzers in their local stores, the drink will be available for online purchase at playhardseltzer.com, ensuring that everyone can experience the enticing flavors of Playboy’s newest venture.

Overall, this latest expansion into the alcoholic beverage industry is just one of the many innovative moves the PLBY Group has made recently. The company has successfully transitioned from the revamp and closure of Playboy’s print magazine in 2020 to establishing a strong digital presence with the relaunch of Playboy magazine as a digital publication.

Additionally, the PLBY Group has delved into new ventures, such as the launch of Centerfold, a digital creator platform that competes with popular subscription service OnlyFans. With content distribution in approximately 180 countries, Playboy continues to evolve and captivate audiences worldwide.

Beyond spirits and digital media, the PLBY Group has also ventured into the fashion industry with its acquisition of luxury lingerie brand Honey Birdette. The multimillion-dollar purchase in June 2021 further solidifies Playboy’s position as a lifestyle brand, encompassing various aspects of adult entertainment, fashion, and now, delicious and refreshing vodka seltzers.

As Playboy continues to reinvent itself in the modern world, it remains a symbol of freedom, expression, and enjoyment. With Play Hard vodka seltzers as the latest addition to their expanding lineup, Playboy offers a taste of elegance, pleasure, and the spirit of playfulness to consumers around the globe.

Title: The Evolution of Playboy: Expanding Horizons and Embracing Change

Introduction:

Playboy, the iconic brand known for its provocative magazines and entertainment empire, has undergone significant transformations in recent years. From strategic partnerships and brand collaborations to venturing into new markets, the PLBY Group, which owns Playboy, is determined to redefine itself as a lifestyle brand. In this blog post, we explore the journey and evolution of Playboy, highlighting its comeback in the changing landscape of modern society.

Parting Ways and Strategic Licensing:

The PLBY Group, under its umbrella of acquisitions, made headlines in 2019 by purchasing the online lingerie and apparel retailer, Yandy.com. However, the company surprised many this year when it announced that it had sold Yandy.com for $3 million. While the reasons behind this decision were undisclosed, it demonstrated the PLBY Group’s commitment to focus on other avenues for growth.

In recent years, the company has engaged in strategic licensing deals with various fashion brands and celebrities. Its collaboration with MISSGUIDED, a fast fashion company, resulted in the creation of the “Playboy Reloaded” capsule collection, featuring 76 stylish pieces. The PLBY Group also joined forces with October’s Very Own, a fashion line owned by Canadian rapper Drake, for the creation of the “Symbols of Prestige” capsule collection. Additionally, an exciting rock ‘n roll capsule collection was launched in collaboration with John Richmond, an Italian clothing line.

Global Partnership and Expansion:

The PLBY Group’s chief business and licensing officer, Allison Kopcha, emphasized the momentum gained through securing top talent and expanding brand collaborations. These strategic partnerships have helped the organization engage a broader audience, thereby increasing brand relevance. By venturing into new categories and regions, Playboy is evolving from its traditional image and adapting to a changing market demand.

Reviving The Playboy Club and Beyond:

One of the most ambitious projects undertaken by Playboy was the opening of the Playboy Club in Midtown Manhattan in 2018. This venture aimed to revive Playboy’s hospitality business and redefine the brand as a luxurious destination. However, the club faced challenges and closed its doors in 2019. Despite this setback, the PLBY Group continues to explore opportunities and redefine Playboy’s role in the hospitality industry.

Taking a moment to reflect, the passing of Playboy’s founder, Hugh Hefner, in 2017 marked the end of an era. However, the PLBY Group’s innovations and focus on lifestyle branding serve as a testament to Hefner’s legacy. Playboy is not just about the iconic bunny logo or the magazine’s legacy; it has become a symbol of evolution and adaptation in the face of changing times.

Conclusion:

The PLBY Group’s journey with Playboy highlights the brand’s determination to remain relevant and adapt to a rapidly evolving market. By parting ways with Yandy.com and embracing strategic collaborations with fashion brands and celebrities, Playboy is widening its horizons and catering to new audiences. The refocusing on lifestyle branding signals Playboy’s eagerness to revive its hospitality business and explore other ventures beyond its traditional offerings. As Playboy continues to redefine itself, its evolution stands as a reminder of the power of adaptation and embracing change, in both business and life in general.

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