Truly Hard Seltzer announced that it revamped all 13 of its flavors in pursuit of being the best-tasting hard seltzer on the market. In less than three months, the Truly team spent nearly 1,500 hours testing more than 130 recipes to deliver even more crisp, clean and refreshing hard seltzer to drinkers.
The recipe updates were the result of the Truly team's pursuit of great taste. By enhancing the aroma to be more fruit-forward, increasing the overall flavor and creating a crisper finish, the new taste is more drinkable with no lingering bitterness.
The Truly team was so confident in the new taste, they put it to the test with drinkers and conducted more than 20 blind tastings with nearly 2,000 hard seltzer drinkers in cities throughout the United States including Chicago, Dallas and Boston. The results were overwhelmingly clear, and the team is sure the new Truly taste will be preferred to other seltzers.
Truly's taste refresh comes after a summer of unprecedented growth for both the hard seltzer category and Truly. The category itself is up more than 220% this year while sales of Truly tripled in volume in 2018 and have nearly tripled again in 2019[1].
As category awareness increases, Truly has set its sights on being the hard seltzer for everyone. Amongst competitors, Truly has the most ethnically diverse drinker[2] and brings in more 55% of drinkers from wine and spirits[3], which is more than any competitor in the category. The new taste improvements will help draw even more drinkers to the refreshing taste of Truly.
The newly refreshed flavors will roll out nationwide and include a call out of "NOW CRISPER FRESH TASTE" on package in stores. Truly has the most variety of any hard seltzer brand with 13 styles and is introducing new Watermelon and Kiwi into its wildly popular Tropical Variety Pack. Truly is available in 6-pack 12-ounce slim cans, 12-pack 12-ounce slim cans and 2-ounce single serve cans.
[1] IRI Total US MULO + Conv through Week Ending YTD ending 7/7/19
[2] Nielsen HH Panel – 52 Wks May 2019
[3] Nielsen Shifting Analysis – April  2019