Truly will be the first hard seltzer served in-flight

12-Nov-2019 - Last updated on 12-Nov-2019 at 09:57 GMT

Truly has recently announced a reformulation, a hard lemonade product and a sponsorship with the NHL.

In a new deal inked with JetBlue, Truly Hard Seltzer will be the first official alcoholic seltzer of a US airline. Starting this fall, the Wild Berry flavor will be available on all JetBlue flights.

Hard seltzer continues to embed itself in the US alcohol market after a wildly successful 2019 summer.

White Claw topped the popularity contest, spawning the most chatter on social media and among young drinkers. AB InBev’s Bon & Viv became the official hard seltzer of the National Football League (NFL) in August, now served at stadiums across the country. And the Boston Beer Company’s Truly is the official hard seltzer of the National Hockey League (NHL).

Truly also announced a reformulation last month to stay competitive in taste, and has plans for a hard lemonade line 2020. It now has a new sponsorship deal, and starting this month the Wild Berry flavor will be the only hard seltzer found for purchase on commercial flights.

The deal is with JetBlue, a US airline that flies domestically to most of the country as well as parts of Mexico, the Caribbean, Latin America and South America. Truly’s other 12 flavors will not be offered on JetBlue flights.

Lesya Lysyj, CMO of The Boston Beer Company, said "We couldn't be more excited to be the first hard seltzer available at 35,000 feet and bring refreshment to the skies. Just like JetBlue, Truly is always looking for ways to innovate, push the status quo and deliver more of what drinkers and customers want, and we can't think of a better partner for Truly's first flight."

JetBlue provides free in-flight snacks, water, coffee, tea, juice and soft drinks. Its menu of alcohol includes beer, wine and spirits, as well as Angry Orchard Hard Cider, another brand from the Boston Beer Company.

Mariya Stoyanova, director of product development at JetBlue, said "We are constantly listening to our customers and diversifying our inflight offerings to make sure we're making the products they love on the ground available to them in the skies. Bringing Truly Hard Seltzer on board is another fun way to deliver on our promise of providing a preferred customer experience with our partners at The Boston Beer Company."