Rare Hare is a new brand, having launched in 2022. But the spirits released under its banner date back years, even decades. The team behind Rare Hare searches out rare and unique casks and collaborates directly with established brands to release extraordinary aged spirits across the entire spectrum. They then do the liquid justice by telling its story and housing it in distinctive, elegant bottles. Any one of these elements, be it looks, backstory, or rarity, can make a spirit appealing to collectors and connoisseurs. Combine all three and the effect is practically irresistible.

1961 is widely regarded as one of the most exceptional Champagne vintages of the 20th century.

In the remote village of Échebrune, nestled within the rolling hills of southwestern France, the Herbelot family of winegrowers harvested the grapes that would become this rare and exquisite cognac. Rather than sell this harvest to an established cognac house as was customary, the Herbelots reserved these coveted grapes to be distilled by their family and barreled to age for 60 years.

Rare Hare Lapine — an extremely limited, unrepeatable edition of 1,900 bottles. The soil of the Champagne region, composed of shells from the ancient seabed, gives this cognac an unparalleled depth and complexity. Bottled at 40.9% ABV, the terroir comes through in every sip of Lapine. The bright aroma is redolent of stone fruits and candied strawberries, while the palate features notes of citrus, orange zest, and honeysuckle, leading to a long, sweet finish. The liquid is housed in an elegant, sturdy crystal decanter, which is nestled in a satin-lined leather box.

Lapine means “doe” or "female rabbit" in French, and of course, it’s inspired by the iconic Playboy rabbit logo. But it also represents a deeper connection to the Playboy lifestyle, which was peaking in the early ‘60s as the grapes that make up the cognac were harvested, and which is still a guiding ethos today. Equal parts irreverent fun and serious sophistication paired with breaking barriers and challenging norms, it’s a philosophy of life and how to live it. Fine wines and spirits were part of the equation, but Playboy had never gotten involved with them directly until its owner, PLBY Group, Inc., partnered with Spirits Investment Partners (SIP) to form Playboy Spirits and the Rare Hare brand. SIP brought its expertise and deep knowledge of rare spirits to the table, while Playboy supplied the cachet of almost seven decades of groundbreaking media and hospitality experience, as well as its longstanding fight for freedom of expression and the idea that pleasure is a fundamental human right. In Lapine, the union bears rich, delicious fruit.