The latest additions to Playboy’s line of vodka cocktails come canned and feature a design decorated with the famous bunny logo that was created by Andy Warhol in 1985.
Although Playboy magazine ceased publication more than three years ago, the brand is still active and expanding through different products. Recently, they have launched a line of vodka cocktails called Play Hard, aiming to appeal to and connect with young consumers. Hugh Hefner founded this iconic brand in 1953 and it is still relevant in today’s market.
In early 2022, Play Hard was born through a partnership between spirits company Spirits Investment Partners (SIP) and the company that owns the Playboy brand, PLBY Group. This partnership was forged to create this product called Play Hard.
The Play Hard vodka brand offers four flavor options for its cocktails, which come canned and decorated with the famous bunny inspired by the Playboy logo created by Andy Warhol in 1985.
Spirits brand Playboy Spirits has added Play Hard to its list of products, joining tequila, whiskey and cognac that were already part of its portfolio under the Rare Hare brand.
Although Rare Hare’s products are quite expensive and aimed at a high-end audience (priced at around $1,000 per bottle), Playboy Spirits’ new vodka cocktails seek to reach a wider audience in the increasingly competitive canned cocktail market.
Since the launch of its last issue three years ago, Playboy magazine has changed its focus and reinvented itself as a platform for creators in the style of OnlyFans. In addition, it has also become a company that focuses on licensing sales and a lifestyle brand that promotes individuality, self-expression and joy. Its previous slogan “Entertainment for men” has now been replaced by “Pleasure for all”.
The Play Hard brand stands out from the competition thanks to the quality and image of its product. This allows it to stand out in the market and be recognized for its excellence. The Play Hard brand relies heavily on the popularity of Playboy, as well as the unique packaging of its beverages and the quality of the product to stand out from all other brands and compete strongly against its many rivals.
“While the ready-to-drink beverage market is very competitive, most of the products are of poor quality.”
said Marc Bushala, CEO of SIP. “Also the branding and packaging of much of the ready-to-drink beverages is terrible. There are very few brands that really stand out in this market. And even among those brands that are leading the market, the branding and packaging is not very good. We felt for this reason that we could break into this market with higher quality beverages and more attractive branding. Otherwise, we would not have entered this market”.added the executive.
According to Devon Belter, who serves as SIP’s chief marketing officer, young people in their 20s and 30s have a different concept of the Playboy brand compared to their parents and grandparents. For them, this brand represents self-expression, individuality, courage and the idea of not taking themselves too seriously.
The Play Hard alcoholic beverage, made with vodka, will first be available in stores in Miami and Orlando. In addition, plans are underway to expand its commercialization to seven or eight more states by 2024.
