“This was never just about the tequila,” said Forbes, founder and CEO of PLAYA DIA, in a statement. “I wanted to create a feeling. When people drink PLAYA DIA, I want it to feel like a vacation, an escape from the everyday and a moment of leisure.”

PLAYA DIA Blanco is crafted from three ingredients: agave, water and yeast.

“Why does tequila have to burn? It doesn’t,” Forbes added. “I wanted PLAYA DIA to be the tequila you pour for someone who already loves tequila, and for the person who says they don’t drink it because of the burn.”

At the center of the brand is its all-glass seashell bottle, a sculptural white form accented with turquoise rope and details drawn from luxury coastal design. PLAYA DIA also is available in a luxury keepsake presentation box, suited equally to gifting, celebrations, hospitality and display, it notes.

“I kept looking at the tequila shelf and wondering why there wasn’t something that felt just as beautiful on the outside as it was exceptional on the inside,” Forbes stated. “Even finding a beautiful bottle of spirits to give as a gift always felt harder than it should. I saw an opportunity to create something people would be excited to give, display and, most importantly, drink.”

On shelf, the brand launched first in California with an initial focus on Orange County, where Forbes is personally introducing PLAYA DIA to restaurants, hotels and retailers, it notes. The 750-ml bottle is available for purchase online at the company’s website with delivery to 45 states.

www.drinkplayadia.com