PLAYA DIA, a tequila and lifestyle brand founded by Rachel Forbes and Dennis Cisterna, launched Sept. 8, 2026 with a Blue Weber Agave blanco packaged in an all-glass, seashell-shaped bottle, the company announced via PR Newswire.
The brand is based in Newport Beach, California, and is owned through Reign Global Investments, LLC, with Forbes serving as founder, CEO and controlling owner alongside co-founder Cisterna. The tequila is sold online now, with retail distribution beginning this month in California.
What PLAYA DIA is selling
The debut release is PLAYA DIA Blanco, described by the company as a 100% Blue Weber Agave tequila produced in Jalisco, Mexico. Retail listings that already carry the bottle put it at 40% ABV, or 80 proof, in a standard 750ml format. The centerpiece of the launch is packaging rather than a distillation claim: the tequila ships in what the company calls its signature all-glass seashell bottle, a white sculptural form finished with turquoise rope detailing meant to evoke coastal design rather than a traditional agave-spirit label. A separate keepsake presentation box is sold for gifting and display, and the brand has built out a companion lifestyle line of hats, apparel, tote bags and pet accessories under the same resort-culture branding.
Who founded it and who owns it
According to the company's own announcement, PLAYA DIA began after Forbes and Cisterna, traveling together, kept finding upscale hospitality settings paired with tequila selections they felt did not match the surroundings. The company describes itself as founder-owned and woman-led, structured under Reign Global Investments, LLC, with Forbes as controlling owner and Cisterna as co-founder. Beyond that corporate framing, PLAYA DIA's own materials are the only public account so far of the founders' route into spirits: neither Forbes nor Cisterna appears in prior trade coverage of tequila production, importing or distribution, and no additional biographical detail about either founder's beverage-industry background has been independently published elsewhere.
Where the bottle is rolling out
PLAYA DIA is available now at drinkplayadia.com, with the company saying it can ship to 45 states. On shelf, the brand says it is launching first in California, with an initial retail push concentrated in Orange County before any broader account expansion. No pricing, production volume or additional state rollout timeline has been disclosed in the company's materials reviewed for this story.
What this means
PLAYA DIA arrives as a design-led, direct-to-consumer play rather than a production story: the news here is a bottle and a distribution footprint, not a new distillery, a NOM number or an aging program, none of which the launch announcement discloses. The brand is not yet part of Tequila Watch's bottle database, so it carries no TW Score and no certification status, which simply reflects that it is new to market rather than any judgment on the liquid inside.