One of America’s most popular hard seltzer brands is coming Down Under, with Campari Australia announcing that from February next year it will be making and distributing the Boston Beer Company’s Truly products here. While there are currently 12 different Truly flavours sold in the US, a Campari spokesperson told Beer & Brewer they will launch with a small selection and then look to expand with others at a later date.
Boston Beer, which according to America’s Brewers Association is the country’s second largest craft brewing company in terms of volume sold, launched Truly in 2016 and for the most part has enjoyed tremendous sales growth with the brand since. Alongside the likes of White Claw, which is now distributed in Australia by Lion, Truly helped put hard seltzers on the alcoholic beverages map in the US and in turn stake a major claim to what was once wholly enjoyed by the likes of beer and cider. However, US demand for the category has not met market expectations in recent months and Boston’s share price duly experienced a major sell off recently largely because of it.
But with Summer just around the corner, and Australia fast discovering its own taste for hard seltzers, Campari’s managing director for Australia and New Zealand Simon Durrant feels the introduction of Truly will help drive the category’s growth here.
“Seltzer RTDs really have exploded in this market and are now the sixth biggest player in the ready-to-drink category (according to IRI Australia), with growth driven by consumers looking for flavour-forward drinking experiences and choice. The introduction of Truly… will enable us to seriously play in this category.”
Boston Beer’s President and CEO Dave Burwick said: “We have seen tremendous growth in the seltzer category in Australia and we are excited to bring our iconic Truly Hard Seltzer brand to the Australian market, giving Australian drinkers even more reasons to taste what the vibrant seltzer category has to offer.”