Truly Hard Seltzer reformulates for fall

By Beth Newhart

- Last updated on GMT

Truly says the new formula makes the beverages more drinkable without any lingering bitterness.
Truly says the new formula makes the beverages more drinkable without any lingering bitterness.

Related tags seltzer hard seltzer reformulation boston beer co

Truly has reformulated its 13 flavors of hard seltzer to make them ‘crisper and more refreshing,’ and will add four new SKUs with a flavored lemonade line.

In an attempt to be the “best-tasting hard seltzer on the market,”​ Truly of the Boston Beer Company said it spent three months and nearly 1,500 hours testing more than 130 new recipes to improve the Truly product.

It said it wanted to deliver a more crisp, clean and refreshing hard seltzer for its customers, so the new formula enhances the aromas to be more fruit-forward. The overall flavor has also been slightly increased, which Truly says makes the beverages more drinkable without any lingering bitterness.

Dave Burwick, CEO of Boston Beer Co, said “We are committed to being the best-tasting hard seltzer on the market and we believe the improvements to our taste get us there. The work of our innovation team is a testament to how committed we are to growing Truly and ensuring it is the best-tasting hard seltzer drinkers can find.”

Truly says it has the most ethnically diverse audience in the industry and brings in more than 55% of drinkers from wine and spirits. The team conducted over 20 blind tastings with nearly 2,000 people in cities like Chicago, Dallas and Boston. It called the results ‘overwhelmingly clear’ in support of the reformulation.

The updated seltzer formula is rolling out nationwide now, and will indicate 'Now crisper fresh taste' on the packaging. It will also be adding the Watermelon and Kiwi flavors into its Tropical Variety Pack.

A lemonade seltzer association

Coming in January 2020 is Truly’s latest innovation, a line of lemonade seltzers with four all new flavors. It will contain 100 calories and 1g of sugar per can with a 5% ABV.

The first flavors will be Original Lemonade, Black Cherry Lemonade, Strawberry Lemonade and Mango Lemonade, available in singles and a variety pack. Truly found that interest in the new product is high, with 87% of hard seltzer water and Mike’s Hard Lemonade drinkers claiming likelihood to purchase.

“There’s a natural association between hard seltzer water and spiked lemonade, as 64% of hard seltzer drinkers see hard lemonade as the alcoholic beverage most similar to hard seltzer water. And we know drinkers are asking for more flavor, which is exactly what Truly Lemonade delivers,”​ Truly said.

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