Truly Hard Seltzer has launched Truly Iced Tea Hard Seltzer. The new offering from the hard seltzer brand is a “first-of-its-kind” mix of hard seltzer, brewed tea, and fruit flavor.
Now available nationwide, the Iced Tea Hard Seltzer Variety Pack offers four styles — Lemon, Raspberry, Peach, and Strawberry. Each flavor delivers a hint of fruit and the “refreshment of real brewed iced tea with only one gram of sugar, 100 calories and 5% ABV,” a staple across the Truly lineup.
“With each innovation, we’re pushing the boundaries of what drinkers expect from hard seltzer,” said Casey O’Neill, Senior Product Development Manager at The Boston Beer Company. “We spent eight months testing more than 250 iterations to land on the Truly Iced Tea launching today and can’t wait to finally share it with our drinkers.”
As the first hard seltzer brewed with real tea, the Iced Tea Hard Seltzer is a new innovation within the canned cocktail/RTD world. Last year, Truly released Truly Lemonade. In a category that saw the release of several hundred new items, the Lemonade was the most incremental innovation of the year, soaring to nearly 10% share of the entire category.
“As the hard seltzer category continues to explode, we’re excited to bring another first-to-market product to our drinkers and fuel their discovery through new flavors,” says Lesya Lysyj, CMO of The Boston Beer Company. “Truly believes in inclusivity and that no one is just one flavor, which is why we’re once again expanding our portfolio to offer a flavor for everyone. Truly Iced Tea is another testament to the mega-brand we’re building and our relentless innovation, and trust us, it will be your cup of tea.”
To celebrate the new flavor and a New Year, the brand is launching Try January, a campaign to encourage drinkers to explore new things — and new flavors. Any drinker that wants to opt in to Try January can visit a landing page on the Truly website for swag in the form of beanies, sweatshirts, koozies and fanny packs, starting January 6. Folks opting for a more Dry January can check back in February to score their swag, or save their items to enjoy on February 1.
Truly Iced Tea is available nationwide in variety 12-packs as well as 16oz and 24oz single-serve cans of Lemon Iced Tea, prices varying by market.