Playboy, the iconic “lifestyle” magazine, is launching its very own portfolio of ultra-premium spirits, starting with a 17-year-old bourbon named Rare Hare 1953–we’ll avoid making any crude jokes about the age of the first release. The new spirits line is a joint venture with Spirit Investment Partners (SIP).
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. 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.
On the nose, the Playboy bourbon offers dried fruit with specific aromas of caramelized nectarine and light clove. The palate is medium bodied with light herbal notes and creamed corn; light oak and baking spices. The finish is long-lasting on the tongue with never ending caramel and a touch of nutmeg
“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.”
Marking the inaugural whiskey offering from Playboy Spirits, 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.
“Passion and sophistication are the foundation of the Rare Hare brand and our spirits collection,” said Marc Bushala, Chief Executive Officer of Spirit Investment Partners. “The ‘1953 Anniversary Edition’ is an incredible bourbon unlike any other and worthy of being the inaugural whiskey release for Rare Hare.”
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.
Playboy Rare Hare 1953 bourbon is available for purchase for $589 at select retail locations and via the brand’s official website.