PLBY Group Announces Creation of Playboy Spirits and Entry into Spirits Sector with Super-Premium Portfolio Under the Brand “Rare Hare”
PLBY Group, Inc., a leading pleasure and leisure lifestyle company and owner of Playboy, one of the most recognizable and iconic brands in the world, recently announced the release of Rare Hare 1953, an ultra-premium 17-year aged straight bourbon.
Marking the inaugural whiskey offering from Playboy Spirits, a joint venture of PLBY Group and Spirit Investment Partners (SIP), the Rare Hare brand expects to offer a portfolio of ultra-premium spirits in select markets around the world beginning with the U.S., Europe, and Asia Pacific. Playboy Spirits first teased its burgeoning spirits brand in late 2021 with the limited release of Rare Hare Añejo Conejo, an ultra-premium extra añejo tequila in collaboration with Código 1530.
“Playboy is excited to enter into the $500 billion-plus global spirits category in collaboration with SIP and artisan distillers from around the world,” said Jared Dougherty, President of Strategic Partnerships at PLBY Group. “We are curating a truly exceptional collection of rare and unique spirits. Each product is produced with extraordinary craftsmanship and sophistication, from the beautiful bottle to the spirits inside.”
A fitting tribute to the year Playboy was founded, the Rare Hare 1953 Anniversary Edition is a 17-year Kentucky bourbon finished in XXO Cognac casks from the Champagne region of France. Rare Hare 1953 is imbued with subtle notes of Grande Champagne and Fine Champagne grapes with hints of candied fruit and spices. Bottled at 111 proof and packaged in a commemorative box, only 1,953 bottles will be released for the U.S. market launch and 1,953 bottles for select markets in Asia and Europe.
Each bottle is individually numbered and comes in a sleek custom box equipped with near-field communication (NFC) technology. The NFC chip will give inaugural 1953 owners access to the Rare Hare Society offering exclusive luxury travel experiences, intimate events, private barrel releases and more.
Rare Hare 1953 is available for purchase for $589 (suggested retail price) at select retail locations or online at rareharespirits.com.