# Indulgent Vodka Seltzers PLAY HARD Seltzers Speak to a New Generation of Style & Flavor Seekers By Laura McQuarrie | Published 2023-09-21 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/play-hard-seltzers References: [foxbusiness](https://www.foxbusiness.com/lifestyle/playboy-enters-ready-drink-alcohol-market-new-vodka-seltzer)  [Playboy Spirits](https://www.trendhunter.com/trends/playboy-energy-drink)' [PLAY HARD](https://www.trendhunter.com/trends/prickly-pear) Seltzers is a line of premium vodka seltzers packaged in cans with iconic artwork by Andy Warhol. Within packaging adorned with Warhol's renowned Bunny Head pop-art painting from 1989, adults will find refreshing, indulgent varieties like Mango Dragon Fruit; Grapefruit Yuzu; Pineapple Passion Fruit; and Apple Prickly Pear. Hard seltzers have become a dominant force in the alcohol industry, and legacy brands are capitalizing on this, grabbing the attention of a new generation by crafting their own enticing and refreshing hard seltzer offerings. PLAY HARD Seltzers speak to Playboy's fashion-forward Gen Z and Millennial following with artful packaging designs, all-natural flavors and a playful spirit. As Marc Bushala, the CEO of Playboy Spirits and [SIP](https://www.trendhunter.com/trends/second-sip), states, "PLAY HARD [is] designed for those who seek great flavor, premium quality and style." ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 78% | Activity: 65% | Freshness: 18% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Premium Vodka Seltzers:** Legacy brands are creating enticing and refreshing hard seltzer offerings to capitalize on the dominant force of hard seltzers in the alcohol industry. - **Artful Packaging Designs:** PLAY HARD Seltzers appeal to a new generation by featuring iconic artwork by Andy Warhol on their cans, showcasing fashion-forward designs. - **All-natural Flavors:** PLAY HARD Seltzers attract consumers with their indulgent and refreshing flavor combinations, such as Mango Dragon Fruit, Grapefruit Yuzu, Pineapple Passion Fruit, and Apple Prickly Pear. ### Sectors Adopting This - **Alcohol:** The alcohol industry is being impacted by the rise of hard seltzers, creating opportunities for brands to introduce premium vodka seltzers with unique flavor profiles. - **Packaging:** Brands can explore artful packaging designs, like Playboy Spirits' collaboration with Andy Warhol, to captivate the attention of style and flavor-seeking customers. - **Food and Beverage:** The food and beverage industry has an opportunity to meet the demand for all-natural flavors by developing indulgent and refreshing products like vodka seltzers with natural fruit flavors. ## Related on Trend Hunter - [Cleverly Branded Energy Drinks](https://www.trendhunter.com/trends/playboy-energy-drink.md) - [Fruit-Forward Alcoholic Beverages](https://www.trendhunter.com/trends/fruitforward-alcoholic-beverages.md) - [Culturally Inspired Canned Cocktails](https://www.trendhunter.com/trends/phreshly.md) - [Thirst-Quenching Hydration Drinks](https://www.trendhunter.com/trends/prickly-pear.md) - [Canned Soju Seltzers](https://www.trendhunter.com/trends/hello-soju.md) - [Spirits-Based Seltzers](https://www.trendhunter.com/trends/truly-vodka-seltzer.md) - [Smoothie-Spiked Hard Seltzers](https://www.trendhunter.com/trends/smoothie-hard-seltzer.md) - [Pastry-Inspired Hard Seltzers](https://www.trendhunter.com/trends/pczki-head-seltzer.md) - [Tea-Infused Hard Seltzers](https://www.trendhunter.com/trends/svedka-tropics-tea-spritz.md)