Playboy Spirits, in a joint venture between Spirits Investment Partners (SIP) and PLBY Group, announced the launch of PLAY HARD, a premium line of vodka seltzers.

PLAY HARD Seltzers, Playboy Spirits’ newest addition to its alcohol beverage portfolio, is a new entrant to the ready-to-drink (RTD) category with a focus on unique flavors, natural ingredients, low calories and stand out packaging featuring iconic artwork by Andy Warhol, it says.

The inaugural lineup debuts with Andy Warhol’s iconic “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, the company notes. Crafted with gluten-free vodka, sparkling water and all-natural flavors, PLAY HARD is a standout product with a playful spirit, it says.

“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,” said Marc Bushala, CEO of Playboy Spirits and SIP, in a statement. “PLAY HARD seltzers captures Playboy’s legacy as a bon vivant lifestyle brand and modern spirit, inviting everyone to express themselves, live boldly and enjoy themselves. PLAY HARD celebrates self-expression and a nod to those who like to play hard and have fun.”

Available in four flavors — Mango Dragon Fruit, Grapefruit Yuzu, Pineapple Passion Fruit and Apple Prickly Pear — each 12-ounce slim can has only 3 grams of carbs, 110 calories, all-natural ingredients and a 4.5% ABV, the company notes.

PLAY HARD will be offered in select retailers in Miami and Orlando in September with plans to expand into additional markets throughout 2024, the company says. PLAY HARD also will be available online at the company’s website starting this month, it notes.