“Throughout the NHL season and into the Stanley Cup Playoffs and Final, Truly will engage with NHL fans in numerous ways, including trying new flavors as they are released,” Truly said in a press release. Truly’s parent company, Boston Beer, announced the five-year partnership with the NHL in September 2019. Truly is the official hard seltzer of the National Hockey League. Together, the nearly identical products comprised about 85 percent of total hard seltzer sales as of July 2019, with White Claw claiming an estimated 54 percent share, and Truly a 29 percent share as of August 2019. Truly beats almost all hard seltzer competitors except one: White Claw. Truly tops almost every hard seltzer brand. The company also produces Twisted Tea, Angry Orchard Hard Cider, and Tura, an alcoholic kombucha. Truly is produced by Boston Beer, one of the country’s biggest craft brewers and creator of Samuel Adams beer. In 2019, “Spiked and Sparkling” was quietly swapped out for “Hard Seltzer,” likely because its competitors use that nomenclature. Read Seltzer Nation’s Reviews for Truly Hard Seltzer.Truly debuted in April 2016 as Truly Spiked and Sparkling, a brand it retained for nearly three years. In a February press release the brand states, “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.” Just this year Truly is releasing three new products from their “innovation pipeline”: Truly Margaritas, Truly Vodka, and the soon-to-be-announced Truly Poolside which is a limited summer offering. At 31 flavors, Truly surpasses even White Claw in variety. The producer keeps competitive by trying new flavors and exploring new avenues to expand their brand. Truly may be the first major hard seltzer brand to come out with their own liquor, but risk-taking is not out of character for Truly. These 60-proof bottles are available in a variety of sizes from 50 mL to 1 liter. This calorie level is similar to other flavored vodkas and the standard 100 calorie Truly Hard Seltzer cans. Consequently, a one liter bottle of Truly Vodka would have as much alcohol as approximately seventeen Truly 12-ounce cans. However, this means that if you drink a “tall shot” (two ounce shot) of Truly Vodka, the alcohol content is equivalent to a 12 oz can of Truly Hard Seltzer at the standard 5% ABV. The alcohol by volume comes in low-average for flavored vodkas at a 30% ABV. There might be similarities to Truly Hard Seltzer in the flavor and ingredients, but this triple-distilled vodka definitely drinks like a vodka. Thus, vodka gets most of its flavors from its mixers so Truly Vodka will likely almost entirely taste like its sweet juice flavors. This process removes the natural alcohol tang from vodka. Unlike rum, however, producers need to distill vodka to a much higher proof to remove the impurities. It’s much more rare with vodka, however, vodka can be made from sugar, fruits, or grains. One usually sees sugar cane distillation with rum. More similar to hard seltzer than most vodkas, Truly will distill their alcohol from cane sugar. In a statement to Thrillist, Boston Beer Company CMO Lesya Lysyj said, “With the launch of Truly Flavored Vodka we want to defy what consumers think vodka can be and create a product that’s flavorful, colorful, and endlessly interesting.” Sugar Cane Vodka We’ll be seeing Strawberry Lemonade, Wild Berry, and Pineapple Mango hitting shelves at the end of the month. The partnership is choosing the Truly Vodka flavors based on Truly’s best-selling hard seltzer flavors. Beam Suntory, producer of Jim Beam and Makers Mark, is a global leader in spirits production and distribution. Truly is a top selling brand in hard seltzers, second only to White Claw. A partnership between Truly and Beam Suntory is a marriage of two giants in the alcohol industry. Good thing, too, because Truly just announced that they’ve partnered with Beam Suntory to bring forth Truly’s newest innovation: Truly Flavored Vodka. Hard seltzer fans are ready to mix things up. Truly Ventures into Spirits with Truly Flavored Vodka
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