Truly Vodka Seltzers Break the Internet
Truly Hard Seltzer Surprise Announcement
“The cat’s out of the bag,” writes Jason Oziel Manager of eCommerce Sales Strategy at The Boston Beer Company. Jason Oziel is right. Big news dropped unexpectedly on Linkdin last week, and that news is that Truly Hard Seltzer is getting into the Vodka Seltzer game. The surprise was real. Though trends have clearly been leaning to spirits-based cocktails-to-go, Truly Hard Seltzer has held a solid foothold in the booming Hard Seltzer industry since their 2016 launch. While White Claw staunchly holds the top spot since 2018, Truly has kept competitive and left other popular hard seltzer brands in their proverbial dust. Part of Truly’s strategy for keeping competitive is by regularly launching new flavors.
“Since its inception in 2016, Truly has been the most innovative brand in the category, breaking the boundaries of what consumers expect from hard seltzer,” the brand states in a May press release. “Truly believes no one is just one flavor, which is why its hard seltzer is available in 31 total flavors: 12 delicious original flavors, plus five flavors of Truly Lemonade, four flavors of Truly Iced Tea, four flavors of Truly Punch, two flavors of Truly Extra and four flavors of Truly Margarita.” Added to this, the brand often offers limited-edition flavors with their own original flair. And yet, spirits-based-seltzers are a completely new frontier for the brand.
The surprise may be real, but maybe we should have seen the signs coming when Truly released their own flavored vodka line in March 2022. Similar to Truly’s Hard Seltzers, their vodka uses sugar cane for their alcohol base. Their vodka breaks from their low-carb hard seltzer streak, having 6.9 carbs per 1.5 oz serving. Truly stuck to their low sugar and calorie content with 99 calories and 1 gram of sugar per serving. Truly is famous for keeping competitive with new flavor releases, but releasing a line of distilled spirits and vodka seltzers — as we said, this is a revolutionary turn for the brand. Is the brand using their Truly Vodka line for their new Vodka Seltzers? Unlikely. Truly distills their Truly Flavored Vodka three times while they plan to distill the spirits in Truly Vodka Seltzers six times.
Summer of Truly
Why is Truly reluctant to talk about such a groundbreaking release? We can only speculate that it’s because they don’t want to overshadow the releases they already have in motion. Truly recently announced a new flavor pack coming out on May 15th. This pack is called Truly Poolside, and it’s their second collaboration with pop superstar Dua Lipa. In Truly Poolside, the brand named Dua Lipa their Chief Flavor Officer, and the grammy-winning star helped come up with four flavors. Those flavors are Strawberry Melon Fizz, Orange Peach Fizz, Piña Colada Style, and Kiwi Mojito Style. The catch is that this Truly Poolside Flavor Pack is only available between May 15th and July. Meaning, if all of the buzz is going to Truly’s next groundbreaking offering, Truly Vodka Seltzers, Truly fans might miss this exciting limited-edition Poolside Flavor Pack. And, that’s not Truly’s only big plan for this summer.
Truly on Tap
The fact the entire USA population had to shut themselves indoors during the COVID19 pandemic played a pivotal role in the rise of Truly Hard Seltzer, but that time is over. Bars are open, and vacations are booked. Couples are even getting married, masks off, on commercial airline flights. For all intents and purposes, USA has left quarantine days behind, but Truly has no intention of being left behind with them. While Truly on Tap launched in 2019, it’s only recently that Truly has launched its own brick and mortar store in Los Angeles. Truly LA opens May 25th 2022, and it will feature 12 draft beverages. Along with their products on draft, Truly LA plans to feature “Trulixers”, which are drinks their bartenders mix with a hard seltzer base. In April, Dua Lipa left the 2022 Grammys to christen the taproom herself, pouring the first drink.
What We Know About Truly Vodka Seltzers
Aside from a few posts on Linkdn, there is not a wealth of information available about Truly Vodka Seltzers online. However, we were able to glean some information from correspondence with the brand. What Truly has confirmed is that these offerings are coming in Truly’s traditional 12 oz slim cans. Similar to most Truly Hard Seltzer varieties, Truly Vodka Seltzers have an average alcohol content at 5% abv. Meaning, drinking one Truly Vodka Seltzer is equivalent to having a standard shot of 80 proof vodka. The Vodka Seltzers will be coming in four flavors, Cherry & Lime, Blackberry & Lemon, Peach & Tangerine, and Pineapple & Cranberry. If those flavor combinations sound different to you, it’s because they are. Truly is trying out a new line up of flavors with their groundbreaking pack.
The drinks will have 110 calories, 2 grams of sugar, and 4 grams of carbohydrates. All of which is slightly higher than their hard seltzers. Those primarily keep to 2 carbs, 1 gram of sugar, and 100 calories. In the grand scheme of alcoholic drinks containing a generous shot of vodka, these new vodka seltzers are still a good choice if you’re on a diet. For comparisons sake, a vodka cosmopolitan has 167 calories and a screwdriver 164 calories. The brand is making their Vodka Seltzers with premium, 6x distilled vodka and real fruit juice. And, like all of their products so far, these too will be gluten free.
The Release Date
At the conclusion of the email correspondence between Seltzer Nation and Truly, the brand left us with a promise. “We will have more to share closer to our launch in late summer”. From information posted by Boston Beer employees on Linkedin, we know that the release will be “on the heels” of Truly Poolside. Late Summer 2022 may just have to be an answer we satisfy ourselves with until the brand officially announces their launch. Whatever the official date may be, one thing is for sure: changes are afoot for Truly Hard Seltzer. The possibilities for what they may launch next are endless.