A Popular Hard Seltzer Is Now Being Made Into A Vodka?
Truly hard seltzer is making the big leap over to the spirits' side of the industry.
This article is more than 2 years old
Hard seltzer is a trend in alcohol that doesn’t seem to be slowing down. With brands like Vizzy and White Claw becoming household names, other companies are trying to break into the hard-seltzer market. For Truly, one of alcohol seltzer’s standouts, transitioning to spirits is the next big move for its fizzy products.
Truly Hard Seltzer is launching Truly Flavored Vodka, taking some of its original products and giving them a hard-liquor twist. Its first vodka products will have three primary flavors: Strawberry Lemonade, Wild Berry, and Pineapple Mango. With time, Truly could be marrying its other hard-seltzer flavors with vodka, like its margarita, lemonade, and iced tea flavors. Take a first look below.
Truly Hard Seltzer’s move into the vodka world isn’t as crazy as it seems. The production of seltzer and vodka both need cane sugar, and each drink has around the same number of calories per serving. Of course, the vodka will be more alcoholic with an ABV of 30%.
Though an iconic seltzer brand, Truly Hard Seltzer is unfortunately always second in sales to the renowned White Claw brand. This transition into vodka could push Truly’s revenue into a better state, removing its secondary position to White Claw. Truly decided to partner with Beam Suntory for its flavored vodkas, a beverage producer with global manufacturers and distilleries. Beam Suntory’s vast array of alcohol knowledge and success could surely put Truly’s newest product on the map.
Lesya Lysyj, the CMO at Boston Beer Company, commented on the great partnership between Truly Hard Seltzer and Beam Suntory. The statement said that Truly executives were “thrilled” to be working with “pioneers in premium spirits” to get their vision of flavored vodka into the marketplace. The CMO added that this foray into Truly liquors wasn’t just to boost revenue but to change people’s perception of vodka altogether. Truly wants consumers to know that innovation is at the forefront of their inventive nature, not monetary value.
As the years have gone by, Truly Hard Seltzer has been known to hike up its ABV to suit customer satisfaction. In early 2021, the beverage company decided to make its seltzers have 8% ABV, which is 50% stronger than its standard versions. Known as Truly Extra, the more potent beverage contains less sugar and calories, perfect for those wanting a guilt-free drink. But, a drink much stronger than the original didn’t multiply sales as much as the company had hoped. This pushed Boston Beer Company back to the drawing board, which ultimately led to the formation of Truly Flavored Vodka.
Truly Flavored Vodka will be sold nationwide at certain retailers. The three flavors will be available in 50-milliliter, 375-milliliter, 750-milliliter, and 1-liter bottles. Look for Truly Hard Seltzer products in your local grocery store or liquor store to see if its flavored-vodka siblings have made it onto the shelves.
Hard seltzer feels as American as apple pie these days. With bars and stores incorporating more fizzy alcoholic drinks, it’s no wonder Truly Hard Seltzer has become such an iconic beverage. With the formation of Truly Flavored Vodka, the company hopes to push the boundaries of alcohol and what consumers expect spirits should be.
