CHICAGO — Playboy Spirits, a joint venture between Spirits Investment Partners (SIP) and PLBY Group, has launched its new premium line of vodka seltzers, Play Hard.

Play Hard is a “Ready to Drink” (RTD) category beverage with a focus “on unique flavors, natural ingredients, low calories and stand out packaging featuring iconic artwork by Andy Warhol,” a rep explained.

The new product aims to “connect with Playboy’s fashion-forward Gen Z and Millennial following, and opening the vault to its expansive collection of original art,” the rep continued.

The inaugural lineup debuts with Andy Warhol’s “Bunny Head” pop-art painting from 1989, prominently featured on the 12-ounce slim cans, with other notable artists set to be featured on subsequent releases.

Play Hard is crafted with gluten-free vodka, sparkling water and all-natural flavors, including Mango Dragon Fruit, Grapefruit Yuzu, Pineapple Passion Fruit and Apple Prickly Pear.

Playboy Spirits and SIP CEO Marc Bushala said the company “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.”

“The launch of Play Hard is a beautiful intersection of art, culture and content,” added Devon Belter, Global Brand Director of Play Hard. “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.”

Play Hard will be offered in select retailers in Miami and Orlando this month with plans to expand into additional markets throughout 2024.

For more information, visit PlayHardSeltzer.com.