An Icon Is Born: PLAYA DIA Launches With a New Vision of Luxury Tequila

NEWPORT BEACH, Calif., Sept. 8, 2026 -- Meet PLAYA DIA, a new premium tequila and lifestyle brand built around a simple idea: Vacation isn't a place, it's a state of mind. PLAYA DIA arrives on California shelves this month and is available online for delivery in 45 states.

Founded by Rachel Forbes and Dennis Cisterna, PLAYA DIA began during their travels. They kept finding themselves in extraordinary destinations surrounded by beautiful design and exceptional hospitality, yet the tequila behind the bar rarely felt as special as the setting.

"This was never just about the tequila," said Rachel Forbes, Founder and CEO. "I wanted to create a feeling. When people drink PLAYA DIA, I want it to feel like a vacation, an escape from the everyday and a moment of leisure."

A NEW STANDARD: ZERO BURN

PLAYA DIA Blanco is crafted from 100% Blue Weber Agave in Jalisco, Mexico, and bottled at 40% ABV. Three ingredients: agave, water, yeast.

"Why does tequila have to burn? It doesn't," Forbes said. "I wanted PLAYA DIA to be the tequila you pour for someone who already loves tequila, and for the person who says they don't drink it because of the burn."

DESIGNED TO BE DISPLAYED

At the center of the brand is its all-glass seashell bottle, a sculptural white form accented with turquoise rope and details drawn from luxury coastal design, built to look unlike anything else on the tequila shelf. PLAYA DIA is also available in a luxury keepsake presentation box, suited equally to gifting, celebrations, hospitality and display.

"I kept looking at the tequila shelf and wondering why there wasn't something that felt just as beautiful on the outside as it was exceptional on the inside," Forbes said. "Even finding a beautiful bottle of spirits to give as a gift always felt harder than it should. I saw an opportunity to create something people would be excited to give, display and, most importantly, drink."

Forbes envisioned PLAYA DIA as a world, not a single product. It extends into a growing lifestyle collection inspired by resort culture, including hats, apparel, tote bags and pet accessories.

AVAILABLE COAST TO COAST

The 750ml bottle is available online at drinkplayadia.com with delivery to 45 states, putting PLAYA DIA within reach of most of the country from day one.

On shelf, the brand launches first in California with an initial focus on Orange County, where Forbes is personally introducing PLAYA DIA to restaurants, hotels and retailers.

About PLAYA DIA

PLAYA DIA is a premium tequila and lifestyle brand inspired by vacation, leisure and escape, based in Newport Beach, California. The company is founder-owned and woman-led through Reign Global Investments, LLC, with co-founder Rachel Forbes serving as CEO and controlling owner alongside co-founder Dennis Cisterna. Crafted in Jalisco, Mexico from 100% Blue Weber Agave and presented in its signature seashell bottle, PLAYA DIA Blanco was built around an exceptionally smooth ZERO BURN drinking experience. The brand also includes a growing lifestyle collection inspired by resort culture. Learn more at drinkplayadia.com and follow @DrinkPlayaDia on socials.