Truly (brand)
Truly is a brand of hard seltzer and vodka produced by the Boston Beer Company introduced in 2016.
History
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Truly was launched as a hard seltzer brand in 2016.[1]
In 2019 Truly and competitor White Claw together controlled 85% of the hard seltzer market.[2] Truly reformulated their flavors in 2019 in order to deal with increased competition.[3] Also in 2019 Truly was offered on an airline for the first time through a partnership with JetBlue.[4]
The Truly brand was one of the largest drivers of Boston Beer Company's sales growth over this period. In 2021 the Boston Beer Company said that the hard seltzer craze was coming to an end sooner than expected which was negatively impacting market growth. At that time Truly and competitor White Claw controlled 75% of the hard seltzer market.[5] A 2021 marketing effort saw the brand satirize Dry January as "Try January" inducing millennials to try Truly.[6]
The Boston Beer Company refreshed the Truly brand in 2023 to adjust to the new post-craze market.[7][8] The brand continued to decline as a percentage of the Boston Beer Company's earnings through 2024.[9]
Products
[edit]Hard seltzer
[edit]Truly's hard seltzer is made using a cane sugar based fermented but not distilled alcohol. The production process is similar to that for hard kombucha.[10]
In 2019 it introduced hard seltzer On tap.[11]
In 2021 the brand had 30 flavors across its hard seltzer portfolio.[5]
In 2021 Truly launched Truly Extra with an ABV of 8%.[12]
In 2023 Truly introduced spirits based hard seltzer in addition to its traditional malt alcohol based offerings.[13]
Vodka
[edit]In 2022 Truly branded vodka produced with Beam Suntory was released. It was initially offered in three flavors.[14]
See also
[edit]References
[edit]- ^ WOLINSKI, CAT. "10 Things You Should Know About Truly Hard Seltzer". vinepair.com. Vinepair. Retrieved 18 May 2025.
- ^ Jennings, Rebecca. "Hard seltzer is here to stay". vox.com. Vox. Retrieved 18 May 2025.
- ^ Kendall, Justin. "Boston Beer Company Reformulates All Truly Hard Seltzer Flavors, Plans to Launch Lemonade Seltzer in 2020". brewbound.com. Brew Bound. Retrieved 18 May 2025.
- ^ HUGHES, ASHLIE. "Truly, Madly, Deeply: JetBlue Debuts Hard Seltzer on Select Flights". vinepair.com. Vinepair. Retrieved 18 May 2025.
- ^ a b Valinsky, Jordan. "The hard seltzer craze has come to an end". cnn.com. CNN. Retrieved 18 May 2025.
- ^ Williams, Robert. "Truly Hard Seltzer targets millennials shunning Dry January". marketingdive.com. Marketing Dive. Retrieved 18 May 2025.
- ^ Doering, Christopher. "Boston Beer refreshes Truly as hard seltzer enters 'post-hype era'". fooddive.com. Food Dive. Retrieved 18 May 2025.
- ^ "With hard seltzer in decline, Boston Beer Company giving Truly brand a 'refresh'". cbsnews.com. CBS News. Retrieved 18 May 2025.
- ^ CROWELL, CHRIS. "Takeaways on the market from Boston Beer's 2024 earnings". craftbrewingbusiness.com. Craft Brewing Business. Retrieved 18 May 2025.
- ^ Mac, Carole. "What Type Of Alcohol Is In Truly Hard Seltzers?". yahoo.com. Yahoo Life. Retrieved 18 May 2025.
- ^ Kendall, Justin. "Boston Beer Company is Taking Truly Hard Seltzer on Tap to Bars and Restaurants". brewbound.com. Brew Bound. Retrieved 18 May 2025.
- ^ Pomranz, Mike. "Truly Launches Stronger, 8-Percent ABV Hard Seltzer Nationwide". foodandwine.com. Food and Wine. Retrieved 18 May 2025.
- ^ BAKER, NICOLETTE. "Everything You Need to Know About Truly's New Spirit-Based Vodka Hard Seltzer". vinepair.com. Vinpair. Retrieved 18 May 2025.
- ^ Pomranz, Mike. "Truly Hard Seltzer Is Now Making Flavored Vodka". foodandwine.com. Food and Wine. Retrieved 18 May 2025.