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Blackheart rum to have special Playboy label

Under a licensing agreement with Playboy Enterprises, Heaven Hill brand Blackheart Premium Spiced Rum is offering a special, limited-edition bottling that features the sultry Blackheart character re-imagined as a Playboy Playmate in Bunny costume.

The label for the Blackheart Playboy Edition features an illustration of a sexy, pirate pin-up girl along with a provocative tagline: ‘seduction in a bottle’.

The Blackheart Playboy Edition, a bold, 93-proof spiced rum, will be available this fall/autumn only. It will be supported with advertising and promotion through Playboy’s leading platforms, including a full-page insertion in Playboy magazine, digital appearances on and Playboy social media, and key event activations such as a Halloween party at Playboy’s newest hotspot, Bar Fifty Three on the infamous Sunset Strip in West Hollywood, CA. In addition, a series of videos will be shot featuring 2015 Playmate of the Year Dani Mathers, to be released throughout the month of October.

The limited release bottle will also be supported in stores with a Blackheart Playboy Bunny display, bottle neck hanger and other materials.

Blackheart Rum has been an advertising partner with Playboy's various platforms, including the magazine and for more than two years.

 “This is a unique twist on a great product that will play well with the core fans of both Playboy and Blackheart,” says Hannah Venhoff, Blackheart brand manager. “We are excited by the opportunity to expand our partnership with Playboy and enhance our marketing efforts in a way that benefits both brands.”

“Playboy is excited to join forces with Blackheart, a best-in-class spirits partner, for the limited release of Blackheart Playboy Edition. The specially curated rum epitomises an edgy, bold lifestyle which is aligned with the Playboy brand heritage, and is designed to appeal to both current and new generations of rum drinkers,” says Matt Nordby, Playboy Enterprises’ president of global licensing.

Blackheart is a growing player in the spiced rum category with double-digit sales growth since it was released by Heaven Hill Brands in 2010. Available nationally, Blackheart is available in 1.75L, 1L, 750ml, 375ml and 50ml sizes.

Blackheart brand support consists of a comprehensive marketing plan, including on- and off-premise point-of-sale materials, website and social media activities, print and digital advertising and a national sports sponsorship.

10 August 2015 - Felicity Murray The Drinks Report, editor