Playboy Spirits' PLAY HARD Vodka Seltzer Expands to Illinois

PLAY HARD, a new line of premium vodka seltzers combining sophisticated flavors and the iconic Playboy brand, is expanding to the Illinois market. PLAY HARD, Playboy Spirits’ entry into the global ready-to-drink (RTD) market, connects with Playboy’s fashion-forward Gen Z and millennial following. PLAY HARD prominently features an original pop-art “Bunny Head” on its cans, with plans for other art-inspired graphics to be featured on subsequent releases.  

“The RTD market has experienced explosive growth over the last few years, becoming one of the largest categories in the alcohol beverage space,” says Marc Bushala, chief executive officer, Playboy Spirits and Spirits Investment Partners (SIP). “We believe there is room for a much better product in terms of the quality of the ingredients and sophistication of the flavors. The PLAY HARD brand is a celebration of being cheeky and spontaneous, a tribute to the occasions when people will enjoy this product.” 

Playboy Spirits is a joint venture between SIP, a Chicago-based beverage innovator, and Playboy, which was founded in Chicago and headquartered in the city for many years. The launch of PLAY HARD in Illinois marks a significant milestone as it returns to Playboy's iconic roots. Drawing inspiration from the legacy brand, PLAY HARD celebrates creativity and individuality with its bold flavors and branding featuring original pop art. 

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