TRULY has discontinued a fan favorite beverage product.
Its alcoholic beverage maker Boston Beer Co is updating the Truly lineup as competition in the hard seltzer space remains increasingly tough, the company announced last week.
The beverage maker is refreshing its Truly brand by renaming Truly Vodka Seltzer the Truly Vodka Soda.
The full Truly Vodka Soda lineup includes the Classic options – Mango, Lime, Pineapple, and Blueberry as well as its Paradise flavors – Mango, Watermelon, Passion Fruit and Blood Orange.
Last but not least, Truly is offering its Vodka Soda Twist of Flavor in Blackberry & Lemon, Cherry & Lime, Pineapple & Cranberry and Peach & Tangerine flavors.
Plus, Truly Iced Tea will be replaced by a series of limited-release packages of season-themed flavors.
Read more about seltzers
Truly Hard Seltzer was one of the first drinks to enter the now crowded seltzer market when Boston Beer Co launched the brand in 2016.
However, Boston Beer Co’s chief executive officer Dave Burwick has said hard seltzer is entering its “post-hype era,” making it even more crucial for brands to stay fresh.
“Truly helped establish hard seltzer as we know it today, but we recognize the segment is evolving for the drinker of tomorrow,” Burwick said in a statement.
“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,” he continued.
Most read in Money
Burwick also said straight up that “hard seltzer remains in decline” during a recent earnings call.
In fact, a recent study revealed pre-mixed cocktails are expected to far exceed the popularity of hard seltzers by 2026.
The new Truly products and packaging will be based around the tagline “our best taste ever” and “now more refreshing.”
One distinguishing feature, that Truly adds real fruit juice to its products, will also be emphasized in its branding.
Truly only decided to mix up its recipe by adding real fruit juice last fall, and it hopes the change will bring in a wave of new customers who are uninspired by the classic hard seltzer lineup seen in products like White Claw, Bud Light Seltzer and Vizzy.
“Truly has more flavors made with real fruit juice — 30 — than any other hard seltzer on the market, and while consumer preference for real fruit juice is high, consumer awareness of real fruit juice in Truly remains low,” Truly previously said in a statement.
There will also be a clear label differentiating Truly’s lightly flavored seltzer flavors of Berry, Citrus and Tropical and its bolder product lineup, which includes Lemonade, Margarita-Style and Punch.
Alongside the packaging update customers will see this spring, you can also expect a new launch of the brand’s first 24 ounce, resealable can.
The Boston Beer Co owns Truly Hard Seltzer, Twisted Tea and Angry Orchard Hard Cider, among other brands.
White Claw has also made some updates to its drink portfolio with the release of its White Claw “Triple Wave Filtered” Vodkas, which also aim to offer a unique flavor profile moving away from its seltzer past.
OTHER DISCONTINUED ITEMS
As grocery stores and brands face mounting pressure in a competitive market alongside reduced customer demand amid sky high inflation rates, many have had to say goodbye to fan favorite products in order to focus on new inventory.
At Costco, fans became enraged after the removal of the store's Polish hot dogs.
The retailer also got rid of cigarettes and certain seafood offerings, like cod and Bluefin tuna.
At grocery stores across the country, many have been saddened by the departure of Klondike's Choco Taco, which was a widely loved chocolate ice cream dessert.
Kroger also announced last year that the Fizz & Co. Seltzers had been permanently discontinued.
Fans of the drink have been calling for its return, even creating a Facebook group to rally behind getting their favorite flavors back.
Plus, Coca-Cola eliminated Honest Tea from its product catalog last year.
Read More on The US Sun
Here are the four discontinued products you’ll never see again at your grocery store.
Plus, one super shopper has revealed the best hard seltzer that costs just 41 cents per can at Trader Joe’s.
ncG1vNJzZmivp6x7tbTEZqqupl6YvK57zKilnrFfbIF1g5htbGisoqq5unnHmqmdZaOaubXGxKtkm6qRo7FuvsSfqZ6rmGLDsLDKmmSsp5SWfA%3D%3D