The Boston Beer Company has undergone an extensive brand refresh of Truly Hard Seltzer.

Truly’s struggles have been well documented, even leading to the company warning that the hard seltzer craze may be over.

In 2021, they threw away millions of cases of the canned beverage following a slowdown of sales in the US.

Now the Boston Beer Company is hoping to revitalise the with a number of changes, which includes: 

• Making Truly easier to find and shop
• More clearly communicating a more refreshing taste profile with the addition of real fruit juice
• Refining limited-release strategy and going where beer cannot
• Relaunching and expanding Truly Vodka Seltzer as Truly Vodka Soda
• Kicking off the U.S. Soccer partnership

“Truly helped establish hard seltzer as we know it today, but we recognise the segment is evolving for the drinker of tomorrow,” said Boston Beer Company CEO Dave Burwick. 

“As hard seltzer enters the post-hype era, we are strategically investing in new marketing and packaging to keep Truly top of mind and remind drinkers why they came to the category in the first place.”